Reporting and analytics firm Umbel wants to provide new metrics for measuring content online, to help publishers better monetize their content. And it's getting some validation from the Knight Foundation, which was just announced as a strategic investor in the startup. Umbel uses big data analysis of publisher data to better measure audiences that view their content. By using public data provided by social logins, it can provide real-time data about those audiences and help publishers engage with them. Source: http://feedproxy.google.com/~r/Techcrunch/~3/3gDLfXmcsLc/
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