Category: Social networking, advertising

Founders: Bindu Reddy, Arvind Sundararajan

Launched in early 2010, MyLikes matches advertisers with influential Twitter users or YouTube personalities that have developed a loyal follower community. By promoting products that they enjoy, these "influencers" can earn up to $1 if their followers click through to the advertiser's website. Influencers write endorsements in their own voice, which MyLikes believes is a more effective way to reach their audeince.

MyLikes has already signed up advertisers including online travel company Kayak and social gaming giant Zynga.

The company is helmed by founders Bindu Reddy, a former group product manager at Google, and Arvind Sundararajan, an ex-Google engineer.

MyLikes has received more than $600,000 in seed money all, from 11 former Google employees.

--Written by Olivia Oran in New York.

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