Digital advertising startup Inadco has raised $11 million in its second round of funding.

Inadco helps brands create more compelling, targeted advertising campaigns. The system identifies high-intent consumers and then uses machine learning technology to decide which ad is likely to be the most effective.

The goal is to capture demand, rather than generate demand. Inadco’s “intention-driven Form Ads” are intended to provide a better experience for consumers that doesn’t involve “clunky URLs and an endless sea of splash pages.” It integrates native ads into the content of a site or app so the consumer doesn’t have to leave the page. Inadco also opens up a two-way communication so marketers can engage directly with consumers.

U.S. Venture Partners led this second round of funding, with participation from existing investor Redpoint Ventures, which led Inadco’s $5 million Series A. With this financing, the company will hire more engineers and continue to build out its technology platform. The startup is based in Palo Alto, Calif.