Demdex raises $6M to build publishers’ audience data

Demdex, a company that compiles a “behavioral bank” of audience data for publishers and advertisers, has raised $6 million in a first round of institutional funding. The funding was led by new investor Shasta Ventures, with participation from previous backers First Round Capital and Genacast Ventures.

New York-based Demdex says it pulls audience data from sources including a company’s website, data sellers, and advertising campaigns. That means advertising can be better targeted at specific groups of users. It also means companies aren’t reliant on a specific technology or data source — if a publisher decides to switch ad services, it take its audience data along to the new service, rather than starting from scratch.

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Demdex’s services are used by brands in automotive, travel, media and entertainment, and e-commerce, the company says.