Apture, a starup that develops contxtual text overlay ad technology for online publishers, raised $4.1M in series A funding.
Apture, the startup that lets online publishers enhance content with pop-ups that carry rich media from a variety of sources based on the context of linked words and terms, has scored a healthy $4.1 million in Series A financing from Clearstone Venture Partners and a number of angel investors including Paul Maritz (CEO of VMware) and Steve Taylor (former Executive VP of the Boston Globe).
There are other companies such as snapshots that provide similar solutions.
I think there is a lot that can be done with semantic analysis based contextual matching to help publishers and advertisers. Companies such as twine and zemanata are doing interesting things in this space.
I hope to see a lot more innovation in this area.