Struq Secures $8.5 million From Reed Elsevier, Pentech, Allen & Co

The problem with internet advertising - and there are many - is that while there are plenty of users who interact with ads, the hard part is working out which users are actually the most valuable to advertisers. While the advertising industry normally sends one brand message and blasts it out across all channels, Struq, an advertising platform startup, works out which users show behavioral patterns that make them statistically more likely to purchase. But instead of showing them the one brand message it shows video or display ads most likely to chime with that user. To that end it's attracted the attention of major backers today, with a significant $8.5 million funding round from Reed Elsevier Ventures, Pentech Ventures and Allen & Company LLC.

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