Social media ad platform Lotame says it reaches 53 million users through a bunch of social media sites that aren't any of the one's you've heard of or use, such as Fotolog, Meez, Flixster, and PalTalk. But that didn't stop Battery Ventures and Hillcrest Management from funding the company with $10 million in February or from announcing a further investment of $13 million along with new investors from Emergence Capital Partners today.

Lotame says through its "Crowd Control" product it can help advertisers reach those 53 million uses by serving ads in social networks where users have recently shown interest in their products. It's a pitch that gains traction with investors because Lotame probably told them its product is "intention-based marketing," just like Google search.

Ludicrous. While people do Web search when they want to buy something, they don't typically go back to the social network where they talked about the product a week before. We're also eager to see if ComScore's new ad network measurement tool will show a great disparity between Lotame's "potential reach" and the amount of users to which it actually displays its ads.

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