Apture scores funding
ADOTAS — Apture, an in-text media links service, has raised $4.1 million in Series A financing.
Led by Clearstone Venture Partners, the financing also included Angel investors Beau Vrolyk, former Managing Director at Warburg Pincus, Paul Maritz, CEO of VMWare, and Steve Taylor, former Executive Vice President of the Boston Globe, all are advisors to the company. As part of this financing, David Stern and Sumant Mandal, both of Clearstone Venture Partners will join Apture’s Board of Directors
Apture allows online publishers to enhance content with pop-ups that carry rich media from different sources based on the context of linked words and terms. Launched in June 2008, Apture enables publishers to use it by inserting a line of Javascript code after creating an account. It allows publishers to link words and phrases to a HTML-based overlay that acts like a minitiature browser that enables readers to find and explore related multimedia content without leaving the original page. Here is an example at the Washington Post.
The basic service is free for smaller publishers and bloggers, but there is a charge for bigger ones. The company also has an option that includes getting a portion of ad revenues on those pop-up pages, whether text or video ads, from the bigger companies.Â
“We are thrilled to be working together with Clearstone to realize our vision of allowing publishers and bloggers to bring nearly all media types together on their sites in a way that lets readers see, hear, and truly immerse themselves in the ideas on the page,” Tristan Harris, Apture’s CEO and Co-Founder, said in a statement. “We were extremely impressed with Clearstone’s experience incubating early-stage companies such as Overture and The Rubicon Project that are also designed to make online publishing more efficient and profitable.”
Apture was created out of conversations with the Stanford Knight Fellows, a group of journalists from all over the world, about how to improve online news. Those conversations led the Apture team to develop a platform that allows people to fully immerse themselves in the ideas they are reading about without ever leaving the page. Today, Apture serves bloggers and publishers across multiple verticals that want to integrate new dimension of rich media into their articles and quickly syndicate their content across the web.
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