REVShare, raises $20M for cost-per-action TV ad network

December 12, 2007 | Matt Marshall

REVShare, a Temecula, Calif.’ company that lets advertisers to bid for television time on a cost-per-action basis, has raised $20 million in a first round of funding.
The private equity firm Carlyle Group and H.I.G. Ventures co-led the round.

The auction/exchange model contrasts with the traditional method of charging based on projected audience size.

Founded in 1989, REVShare’s exchange allows advertisers to specify a price they are willing to pay per response (i.e. when someone is prompted to call a toll-free number or visit a website) and the air time is allocated according to return on investment. Under this system, stations are able to sell their inventory without revealing the effective rate of their ads, and advertisers are able to pay rates that are determined by a combination of market forces and response to their ads.

Here are the full details.

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About the Author, Matt Marshall

Matt launched VentureBeat in September of 2006, with the realization that no one else was covering the entrepreneurial and tech innovation scene with the velocity or depth that he was. Prior to founding VentureBeat, he covered venture capital for the San Jose Mercury News from 2001 to 2006. In 2002, Matt was awarded "Journalist of the Year" by the Northern California Society of Professional Journalists. Prior to working at the Merc, he was a correspondent for the Wall Street Journal in Bonn, Germany from 1995 to 1998, and a writer for the Washington Post in 1994. Matt holds a PhD in Government and an MA in German and European Studies from Georgetown University. In addition to VentureBeat, Matt is also the Executive Producer of DEMO, the leading launchpad event for emerging technologies.