Behavioral Targeting Firm OwnerIQ Raises $7m

In the US, online behavioral targeting firm OwnerIQ has raised $7m in a new round of funding, which it will use to expand its proprietary data solutions and enhance its media-buying platform.

Boston-based OwnerIQ was founded in 2006 and is backed by a consortium of venture capitalists, all of whom have participated in the new round of financing, along with new investor Longworth Venture Partners. In 2009, the firm raised $5.8m in growth financing, led by Kepha Partners.

OwnerIQ bases its behavioral targeting solutions on information about what people own, stored in a proprietary database, integrating this with its MOST real-time media buying platform. Segmentations include 'intenders' looking to buy for the first time to long-term owners who have owned a product for years.

Additionally, its Duress Shopping solution contains data on consumers who make purchases motivated by the immediate need to replace a household item or product.

'Ownership data solves a big problem for agencies as such data points increase ad performance and help advertisers reach consumers they might otherwise miss,' states Eric Hjerpe, a Partner at Kepha Partners. 'OwnerIQ is the only company supplying this data, and that's why we're proud to continue our support.'

Web site: www.owneriq.com .