Bounce Exchange, a US-based advertising technology company backed by digital media holding company Trigger Media, has secured $6.45m in a series A-1 round led by angel investor Justin Yoshimura, TechCrunch reported yesterday.
The round also featured venture capital firms Contour Venture Partners and Primary Venture Partners, as well as baseball player Alex Rodriguez.
Founded in 2012, Bounce’s technology tracks how a user came to visit a website, how much time they spend on it and what content they interact with most, utilising all that data to deliver more relevant advertising.
To date, the company has attracted some 800 clients including publisher Time, newspaper publisher USA Today and TV network CNBC. It raised $1.3m in seed funding in 2013, according to a regulatory filing, with Trigger among the backers.
Ryan Urban, founder and chief executive of Bounce Exchange, said: “There are all of these micro-conversion behaviours that you do on an e-commerce product page, whether you filter by size, style or colour.
“The problem right now is that the site is the same for every visitor, so instead we are optimising for certain behavioural patterns to recommend categories that are actually interesting to you.”