Media

Investors bet $35M on AdKeeper’s “keepable” ads

AdKeeper, a company promising a way for users to save online ads in a place where they can browse them later, just raised $35 million in a second round of funding.

The round brings New York-based AdKeeper’s total funding to $43 million. That’s an impressive sum for a Web startup that hasn’t even launched its first product yet. (It’s currently in private testing, with plans for a full launch early this year.) But the company has a unique and compelling idea — that we see many online ads at the wrong time, when we’re not interested in clicking a link or don’t have time to fill out a registration form. With AdKeeper, ads will have a “keep” button embedded in them, which users can click to save interesting ads for browsing later.

The company says it has enlisted “the largest group of charter advertisers for any new media launch, ever,” including Allstate, Ally Bank, AT&T, Best Buy, CBS, Ford, Gap, General Mills, InterContinental Hotels Group, JetBlue, Kia Motors, Kmart, Kraft Foods, Macy’s, McDonald’s, Pepsi, Sara Lee, Sears, Showtime, The Advertising Council, The Home Depot, Unilever, and Warner Bros.

Chief executive Scott Kurnit’s background and connections are probably attractive for investors, too. He founded the company that became About.com, and when I interviewed him in December, he offered an ambitious vision for how AdKeeper might transform the way we measure advertising, where the amount of times an ad has been “kept” might become as important to advertisers as views and clicks.

The new funding was led by Oak Investment Partners. Previous investors DCM, True Ventures, Spark Capital, and First Round Capital also contributed to the round.

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