Russian startup for “programmable” advertising purchases GetIntent has raised $ 1 million
The Russian fund Buran Venture Capital ( Buran VC ), which became the leader of the round, invested in the international RTB-platform GetIntent . Round volume was $ 1 million. Also, the company’s investor was Thomas Falk, managing partner of the venture fund eValue AG .
The real time bidding ( RTB ) technology allows an advertiser to increase the relevance of advertising targeting for a site visitor. While the page is only loading, the platform analyzes the user's behavior on the Internet and determines his preferences, says Anton Fedorov, GetIntent investment manager. After that, a kind of online auction between advertisements begins, the winner of which is selected on the basis of this knowledge of the user and the requirements specified by advertisers when placing advertisements (target audience, price limits per impression, etc.). Everything happens in milliseconds, he adds.
GetIntent was founded in 2013 by Georgy Levin and Vladimir Klimontovich. In the autumn of the same year, the AltaIR Capital venture fund invested $ 400,000 in the company. In July 2014, the office of GetIntent was opened in New York; the R & D division is located in Moscow. Revenue in 2014 reached $ 2 million, but more than 80% fell on the American market, company spokeswoman Alena Fedotova told Vedomosti.
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The investments received in the last round will be used to expand the business and develop GetIntent products. The company will double the development staff and marketing team in the United States. According to the creators of the service, they have relied on medium-sized advertising agencies. GetIntent meets their requirements by offering a significantly lower threshold for advertising budgets than other players on the market. The service works with the placement of video and mobile advertising, as well as with natural advertising.
Buran VC invested in GetIntent, appreciating the company's high achievements. GetIntent in a short time managed to reach the international level, as well as produce a product that aroused interest in the West. The underlying technologies are easily scaled to any market.
According to Levin, the share of “programmable” purchases in Russia accounts for about 15-20 percent, which is almost three times more than in 2013. According to IDC, in 2012, global spending on online advertising using RTB platforms was $ 2.7 billion. According to analysts, by 2017 they will increase by 50%.
The real time bidding ( RTB ) technology allows an advertiser to increase the relevance of advertising targeting for a site visitor. While the page is only loading, the platform analyzes the user's behavior on the Internet and determines his preferences, says Anton Fedorov, GetIntent investment manager. After that, a kind of online auction between advertisements begins, the winner of which is selected on the basis of this knowledge of the user and the requirements specified by advertisers when placing advertisements (target audience, price limits per impression, etc.). Everything happens in milliseconds, he adds.
GetIntent was founded in 2013 by Georgy Levin and Vladimir Klimontovich. In the autumn of the same year, the AltaIR Capital venture fund invested $ 400,000 in the company. In July 2014, the office of GetIntent was opened in New York; the R & D division is located in Moscow. Revenue in 2014 reached $ 2 million, but more than 80% fell on the American market, company spokeswoman Alena Fedotova told Vedomosti.
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The investments received in the last round will be used to expand the business and develop GetIntent products. The company will double the development staff and marketing team in the United States. According to the creators of the service, they have relied on medium-sized advertising agencies. GetIntent meets their requirements by offering a significantly lower threshold for advertising budgets than other players on the market. The service works with the placement of video and mobile advertising, as well as with natural advertising.
Buran VC invested in GetIntent, appreciating the company's high achievements. GetIntent in a short time managed to reach the international level, as well as produce a product that aroused interest in the West. The underlying technologies are easily scaled to any market.
According to Levin, the share of “programmable” purchases in Russia accounts for about 15-20 percent, which is almost three times more than in 2013. According to IDC, in 2012, global spending on online advertising using RTB platforms was $ 2.7 billion. According to analysts, by 2017 they will increase by 50%.
Source: https://habr.com/ru/post/294358/
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