• by Gavin O'Malley  @mp_gavin, February 8, 2011

Social-media sharing company Meebo has agreed to buy online ad measurement and targeting firm Mindset Media, the companies said Tuesday. Financial terms of the deal were not disclosed, but the deal was no doubt aided by Meebo's recent $27.5 million funding round.

Mindset Media specialized in psychographic data, which allows brands to view the "mindsets" of their target consumers, and then make appropriate buys across ad networks. According to Jim Meyer, Mindset Media's co-founder and CEO, it's psychographic data that gives brands a key advantage in crowded markets.

"A consumer of organic products is driven by a mindset that's way more important than a demo," said Meyer. "They're not demographically different then the rest of the population -- they're different in the way they think about themselves."

To date, Meebo and Mindset have already partnered on various branded ad campaigns.

"Meebo has always been about connecting people to other people and things that they care about," says Martin Green, Meebo's COO. "With the acquisition of Mindset Media, we can better connect people to the brands that are relevant to them.

Meebo's most recent round of funding was led by Khosla Ventures, along with Sequoia Capital, Draper Fisher Jurvetson, Time Warner and JAFCO. The funds were earmarked for the development of Meebo's Web check-ins, which let Web visitors check in to particular sites, and share their online discoveries with friends or people with similar interests.

Meebo has recently been adding to its ad-supported toolbar offering, which is now being used by a host of publishers from TVGuide.com and Maxim.com.

Overall, Meebo now claims to reach 71 million domestic unique users, and nearly 142 million unique users worldwide.

Last year, Meebo debuted an open-technology platform, which it hoped would allow for greater information sharing across the Web. Extended Authentication -- or XAuth -- was designed to increase social engagement by making it easier for users to connect to their friends -- no matter where they are online. At launch, partners included Google, Microsoft, MySpace, Yahoo, JanRain, Disqus and Gigya.