New Behavioral Ad Network Nebuad Gives ISPs A Piece Of The Ad Action

We have been watching Redwood City-based NebuAd since it raised $8M early last year but they have kept information close to the chest. We now know that its patent-pending technology is deployed with Internet Service Providers to aid in targeting for advertising networks. As a result, NebuAd says it can deliver advertising that is more relevant, personalized and valuable to the intended audience while creating higher yield for advertisers, generating more revenue for publishers and, key to all this, opening up new monetization streams for Internet Service Providers.

Current behavioral ad networks use cookies to understand who web surfers are and to target them with ads. Nebuad is going to ISPs to learn more about viewers. It appears to require some network know-how that most ad industry folks do not posses. In fact, the company turned to a Juniper Networks SVP, Robert Dkyes, as its CEO.

Getting consumer data from ISPs sounds like a privacy nightmare. Indeed, NebuAd requires ISPs to provide a minimum 30-day notice to their subscriber base along with ensuring subscribers clearly have the opportunity to opt-out of their ISP's offering of NebuAd's behavioral targeting. Today we learn from PeHub that NebuAd has raised around $5.05M in Series A-1 funding with return backer Menlo Ventures participating.
--
comprehended by http://evrewhere.com/andrewnewton/