You know BuzzFeed. You’ve seen its content on your social media feed and no doubt gotten distracted by one — or 12 — of its viral quizzes.

Here are a few recent featured stories:

BuzzFeed is all over the place. Or is it? 

Founded in 2006 as a BuzzFeed Labs — a viral lab in New York City — the company is open and transparent about who it is and what it aspires to me: a social news and entertainment company that is redefining online advertising with its social, content-driven publishing technology.

BuzzFeed’s success is down to monetizing the ‘bored network’ people: Bored at work, bored standing in line, or bored at home,” says Scott Lamb, vice president/international, at BuzzFeed and a featured speaker at next month’s INMA World Congress in San Francisco.

According to Forum4Editors, BuzzFeed:

  • Has 130 million uniques monthly.

  • 75% of its visitors come from social sources (Facebook, Pinterest, Twitter).

  • More than half of its traffic is from mobile.

  • More than half its readers are between the ages of 18 and 34.

“Right now someone in a basement somewhere is coming up with a social media network that none of us know anything about, but it five years is going to be this big thing,” Lamb told Australias mUMbrellaearlier this year. “The human aspect of wanting to share media as a form of social expression is not going to change and as long as we (as publishers) focus on that we are going to OK.”

What else can legacy publishers learn this 8-year-old from audience development and digital advertising perspectives? We’ll find out next month.