BuzzLogic has changed its name to Twelvefold Media following the rollout of its Spectrum real-time ad platform last month. The company said the new name “signifies a substantial increase in size, degree or amount” and centers on Spectrum, which targets display ads at the page level based on topic, audience and social activity.
“BuzzLogic was a name that reflected more of who we were years ago, which created misunderstanding in the marketplace,” said Twelvefold CEO Dave Hills, in a statement. “With the launch of Spectrum, we felt it was time for a fresh start, and began looking for a name that best exemplifies what we are today.”
The company started as a social media monitoring service. In conjunction with the name change, Twelvefold also updated the names of ad products. For instance, BuzzRoll, is now Twelvefold Touch.