Lotame, an online advertising company that collects data from social networks and sells it to  advertisers, on Tuesday snatched a $13 million second round of funding.

The investment comes from  Emergence Capital Partners, which was joined by returned backers Battery Ventures and Hillcrest Management. The new stake, following its February first round, brings the total funds to $23 million.

“Lotame has demonstrated leadership and a track record of success in monetizing the biggest opportunity in online media since the advent of search advertising,”  Jason Green, general partner at Emergence Capital, said in a statement.

New York-based Lotame collects anonymous user data such as gender, age, and zip code and sells these key demographics to advertisers who can then put their ads in front of people most likely to buy their product.

“Lotame anonymously collects data points on users’ social media participation such as posting pictures, commenting on blogs or watching a video,” CEO Andrew Monfried said in a company statement. 

Although the company doesn’t count behemoths Facebook or MySpace in its social media network, it claims to have cobbled together a network of participating sites that gives advertisers a total reach of 53 million users. Participating sites include minor social-networking web sites Fotolog, Meez, Flixster, and PalTalk.

No.1 social-networking web site Facebook--having overtaken main competitor MySpace in April 2008--sold the data inventory of its 132 million users to Microsoft in part of a 3-year deal in 2006, while web search giant Google has exclusive access to MySpace’s 117 million users under a $900 million, 10-year deal.