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Vertical Mass: Where the entertainment industry goes to store and sell user data

Los Angeles Times

There's a good chance information about you is available for sale to advertisers and other businesses on Vertical Mass. The nearly 3-year-old West Hollywood start-up provides user data storage and analysis software for companies in music, sports, video games and Hollywood. Those companies also can list some of their user information for sale, with Vertical Mass collecting a portion of the proceeds. Fees from the software service and the data marketplace have brought Vertical Mass seven figures in revenue for two consecutive years, Chief Executive Mark Shedletsky said, declining to provide specific figures. But investors think the company is only getting started as a key information broker in the entertainment universe.