Startup Roundup: Invite Media real-time ad buys, ListenLogic social media monitoring, Happy Cog not bored

Introducing Technically Philly’s Startup Roundup. Here, we’ll parse out the small pieces that make our greater Startup ecosystem thrive. We want to keep you in touch with the innovations that we can’t quite get to covering, but that deserve highlight. If you’ve got news to share, get in touch. Several of the tips in this week’s roundups resulted from a quick email to TP. Without further ado….
Updated 2/3, 12:26 p.m.: Rick O’Brien is SemperCon’s founder, not Max Sobol.

DEFINITE READS

Rittenhouse-based Invite Media, which suffered some setbacks early last year while in stealth mode, announced its real-time bidding platform for online display advertisements, partnering with AdBrite, AdMeld and PubMatic, according to a press release. Ad news org AdExchanger interviewed COO Nat Turner about the announcement. Turner is pretty excited about the development: “While there are frankly way too many ways to slice and dice and compare results given all of the factors present in display [advertising], there truly is a huge performance increase that can be garnered by [real-time bidding],” he says.

MIGHT BE WORTH YOUR TIME

Inky’s Joe DiStefano writes about ListenLogic, a sub-$5 million-per-year Fort Washington-based company that tracks social media for customer references to its client companies like ING Direct, Red Robin and Digitas Health. “It makes for rock-solid customer service,” founder Mark Langsfeld tells DiStefano.
Happy Cog founder Jeffrey Zeldman talks Web standards and all things Apart (A List-, An Event-, A Book-, Jeff’s free time-) with new Midwest-based Web design podcast The Pipeline.

GIVE A GLANCE

New software development firm SemperCon founder Max Sobol Rick O’Brien waxes nostalgic at Start Philly about the hurdles and difficulties that led to the creation of the company, which helps small startups stretch development dollars using offshore developers with local project support.
After crowdsourcing its newest interface design, myYearBook blogger and business developer Joe Cotellese says that though users embraced the new design 3 to 1, a survey of the site’s users proved that the greater a user’s age, the more resistant he or she is to the new design. Hah! Sure! Get the heck out of our yard, kid!
After placing third in Mobile Monday’s Demo Night last week, mobile language learning platform PlaySay got some love from Wharton, receiving a mock investment from one of the competing teams at Wharton Sustainable Venture Capital Investment Competition. It’s worth a nod, but we hope for the company’s sake that we’ll be talking real dollars next time.
Startup Roundup will post weekly on Wednesdays until there’s not a Philly startup story left to link to on the Internet.