Birds of a Feather

We chatted with 33Across about social data, and doubling their team

Using patented wizardry, 33Across makes good on the idea that people who hang out together usually like the same brands and the same experiences. Say you purchase a pair of those “barefoot” running shoes — you know, the gloves-for-your-feet style — 33 Across then runs your available social data through their systems and figures out who else in your crew might also be interested in the same shoes and serves them a relevant ad.

Apparently, they’re onto something. 33Across has opened 11 offices throughout the country in the four years since inception. And 2012 is shaping up to be their biggest year yet, says Michael Rektorik, head of Talent Acquisition. They’re looking to nearly double their staff of 70 by the end of the year. And if the rest of the offices are like the NYC headquarters, you’d be lucky to get a spot on this team: we spotted Blue Moon and Sam Adams currently on tap, a refrigerator full of fizzy drinks, and the staff was raving about the legendary pig roast parties that last until the wee hours.

Now only if we can figure out which of our friends is responsible for the Forever Lazy banner ads we keep getting.

Now go forth (and run like the wind…with gloves on your feet).