Mogad.com - Discover What Your Friends Discover

Mogad, hailing from sunny San Francisco, is a social discovery tool much like StumbleUpon, except that it's geared solely around groups of friends. The idea behind the site is that while sharing your attention data(things you look at on the web, basically) is definitely cool among friends, it's not necessarily something you'd want to do with complete strangers. With Mogad you're in control. Mogad only tracks the things you've sanctioned on your personal whitelist. You choose who sees what—you can choose to share with just a handful of friends or with the world at large, or with no one at all. To use Mogad you'll have to download a browser plug-in. From there you can add sites to track or pick from their predefined lists.

"Mogad allows people to share information on what is consuming their attention. It depends on a browser plugin. "

"mogad only tracks things on a whitelist
you control who sees what
the attention data mogad collects is yours
listeners for sites are off by default"

Mogad is an interesting take on the social bookmarking theory. It lets users keep their privacy—not everyone wants their attention data to be viewed by the world after all. Users have total control over who sees what and what is scene. Great for groups of friends who like to keep things amongst eachother.

As far as social bookmarking goes, this site hasn't really done a stand up job. How are users going to discover new sites with the limited community features?

Mogad has just raised $500,000 in its first round of funding, led by Felicis Ventures.