Online marketing company [x+1] (pronounced “X plus one”) has recapitalized with a new round of funding. The goal is to restart the company with a goal of giving better online marketing returns through visitor engagement and ad relevance.

Other companies such as BuzzLogic and Collective Intellect are attempting to own the online advertising relevancy space as well.

This $16 million round was led by new investor Advanced Technology Ventures. The New York-based [x+1], which was founded in 1999, had previously raised about $20 million.