Kontera Gets $15.5 Mil. for In-Text Ads

NEW YORK In-text advertising, once scorned, is starting to gain momentum.
 
At a time when venture funding is scarce, in-text ad system Kontera has closed a $15.5 million round of venture funding that was led by heavyweight venture capital firm Sequoia Capital. The third round of funding brings Kontera’s backing to $30 million.
 
In-text advertising, which turns hyperlinks into keyword-triggered ads, has in the past been controversial. Now, as another source of performance advertising in a tough market, big brands and marquee publishers are jumping on board.
 
“There is a tendency towards performance rather than branding, which is exactly where we’re positioned because we’re providing measurable results for advertising,” said Yoav Shaham, Kontera’s CEO.
 
Kontera and rival Vibrant Media perform similar services, using algorithms to match keyword ads with words on a Web page.