OwnerIQ, a Boston, MA-based developer of a real-time media buying platform, has closed a $7m expansion round.
Longworth Venture Partners and all existing investors, including Kepha Partners, participated in the financing.
Developing an “ownership-targeting” ad model OwnerIQ signals that a person browsing the web probably owns a particular product. This enalbes advertisers to place appropriate ads in front of that consumer when he visits a number of different sites.
Through its solutions, it also tags and catalogues consumers of over 4,000 different products and product types and over 5,000 different brands across 17 different categories, further allowing advertisers to create targetable online segments comprised of consumers based on the products/brands they own or consume.
Founded in August 2006, the company has worked with more than 200 advertisers in the last 12 months, according to a written statement.