BlueKai, an online auction-based data exchange, has raised $21 million in funding from GGV Capital, Redpoint Ventures and Battery Ventures.This round of funding brings the startup’s total funding to $35 million.
Launched in 2008, BlueKai aggregates data from shopping and research activities across the Internet and provides this data on-demand for marketers, ad networks or publishers to boost the quality and scale of their ad targeting initiatives.
Data buyers include many of the top ten US online ad networks. The new funding will be used to further product development. In particular, BlueKai is looking to incorporate realtime technologies into its platform.
The company recently launched an analytics feature that offers deep insight into consumer shopping behavior on the web.
BlueKai faces competition from fellow data exchangeeXelate.