In-text advertising technology provider Kontera has raised $15.5 million from its current investors Sequoia Capital, Carmel Ventures and Tenaya Capital, the former venture capital arm of Lehman Brothers. This is the second Israeli startup to announce multi-million VC rounds today after 5min informed the public about its $7.5 million Series B round, and once again first reported by business news site Globes.
Kontera provides publishers with real-time semantic analysis technology that can enhance content and other information to dynamically link terms that most accurately represent and predict user-intent and engagement. This is known as in-text advertising, and you might recognize the double-underlined words on some sites that make display ads pop up when you hover your mouse over them. Other market players include Vibrant Media and Infolinks.
Personally, I find this type of contextual advertising annoying from a reader perspective, and I don’t think I’ve ever clicked on any ads launched by in-text advertisements, unless it was by accident. But I keep hearing from publishers and advertisers who have implemented campaigns using in-text advertising that it’s actually a highly effective way of pay-per-click promotion, and you wouldn’t be the first to tell they were skeptical at first but lauding the technology afterwards.