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Online Targeting Company Resonate Networks Raises $5 Million

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Resonate Networks, a US-based online ad targeting company, has secured $5 million in Series A funding, led by Greycroft Partners and iNovia Capital. Greycroft partner Ian Sigalow has joined Resonate’s Board of Directors.

The company had previously raised a $2 million round of funding from some big-name political figures, including Harold Ickes (deputy chief of staff under President Bill Clinton) and Alexander Gage (who was reportedly involved in voter targeting for George W. Bush’s 2004 reelection campaign).

Resonate says it will use the additional capital for R&D, sales and marketing efforts.

Launched in 2009, Resonate claims to have pioneered an entirely new method for reaching consumers based on their values, beliefs, and attitudes, independent of cookie-based behavioral data. The company has stamped a fancy label on said solution and refers to it as ‘attitudinal targeting’ (more about how it works here).

John Elton, partner at iNovia Capital is pretty clear about why the firm believes in Resonate:

“We have seen so many me-too targeting companies that use browsing behavior as a substitute for intent. The results are in and that methodology doesn’t work. There are no shortcuts. You have to do the research if you want to find consumers with a propensity to buy your product.”

Resonate was originally founded to help advocacy organizations and political campaigns reach an audience defined by a more sophisticated set of characteristics than simple demographics or purchase behaviors. Only later, Resonate figured it might be able to apply the same methodology for advertisers who have to date found themselves unable to match their knowledge of their audience to online advertising campaigns.

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