[3] 140 Proof began as an app-based network; its name is a reference to the 140-character limit on Twitter.

[5][6] Additionally, the service allows advertisers to run campaigns on blogging platforms like WordPress and Tumblr.

[8] In 2014, the company was granted a patent for targeting users based on persona data.

[11][12] Ads are targeted to specific audiences based on public interest graph data.

[13] Public social activity from the interest graph is the primary data source 140 Proof uses to make its ads more relevant.