Boston-based Backchannelmedia, a developer of digital TV advertising technology, has completed a $9.5 million seed round raised over the last two years from investors who wish to remain unidentified. Out of this, $3 million of the round was completed in the last quarter. The company, which was founded in 2000, had previously funded itself via media buying, a business which it has ceased to focus on launching its core product. The company is promising to bring interactivity to digital TV by allowing customers to “bookmark” content using their remote control. It believes that advertisers will be drawn to improved engagement and a more fine-tuned ability to track viewer response to ads. A possible competitor is BlackArrow, which is also promising more advanced TV ad capabilities and tracking, although it’s less focused on interactivity. It, too, is well-financed and counts Comcast (NSDQ: CMCSA) among its backers. Release.
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