Offers are a booming form of advertising in which consumers are presented with offers to try or buy products. It is particularly popular in social games where players receive virtual currency in return for looking at the offers. One of the leaders in this form of ecommerce advertising is TrialPay, which just raised $40 million from Greylock Partners, Visa, T. Rowe Price, DAG Ventures, DFJ Growth and QuestMark Partners.
The series C round brings TrialPay’s total funding to $56 million.
Visa’s involvement in the round is significant in that it’s other major venture investment is in Square. As alternative forms of payment appear and gain traction, Visa wants to keep tabs on them.
TrialPay’s offers reach 70 million active users a month around the world, and the amount of transactions flowing through its platform increased sevenfold last year (although the company does not say from what base). It is one of the partners that powers offers for Facebook Credits.
TrialPay enables customers to pay for one item by trying or buying something else. Their system is used by merchants like Skype to provide users with free trials in exchange for participating in deals from their advertising partners.
Greylock partners with entrepreneurs to help them build market-leading businesses. Over the past 45 years the firm has worked with hundreds of companies, 150 of which have gone on to IPOs and 100 of which have gone on to profitable M&A events. Such companies include Ascend Communications, CheckFree, CipherTrust, Constant Contact, Continental Cable, Decru, Data Domain, DoubleClick, Farecast, Internet Security Systems, Ikanos, Legato, Media Metrix, Millennium Pharmaceuticals, Openwave, Open Market, OutlookSoft, Polyserve, Red Hat, RightNow Technologies, Success Factors, Tellabs,...
Visa Inc. operates the world’s largest retail electronic payments network and is one of the most recognized global financial services brands. Visa facilitates global commerce through the transfer of value and information among financial institutions, merchants, consumers, businesses and government entities. We offer a range of branded payment product platforms, which our financial institution clients use to deliver credit, debit, prepaid and commercial programs to their customers. Visa’s global network, VisaNet, delivers value-added processing services, including fraud and risk...