Pluck

About Pluck

Pluck, founded in 2003 by Dave Panos, originated as a provider of social media tools and technologies based in Austin, Texas. The company secured $17 million in funding over three rounds, with its latest Series B round in November 2006 raising $7 million. Pluck established itself by enabling publishers, brands, and retailers to integrate social media features like blogs, forums, ratings, and reviews directly into their websites. This strategy attracted major media clients such as USA Today, The Washington Post, and Fox.

The firm's business model revolved around a subscription-based service for its social media application server, with fees ranging from $50,000 to several hundred thousand dollars annually based on resource consumption. Pluck's platform provided a suite of applications including Pluck Power Search for filtering results from sites like Google and eBay, Pluck Sharing for web page sharing, and an RSS reader. A significant milestone in the company's history was its acquisition by Demand Media in March 2008. This acquisition was intended to expand Demand Media's social media platform by incorporating Pluck's widget and API-based technologies. Under Demand Media, Pluck continued to evolve its offerings, launching Pluck 4, a programmable environment that allowed customers to customize their social media tools. In a later development, Demand Media sold Pluck to Sprinklr, a New York-based marketing software company, in February 2015 for an undisclosed amount.