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VigLink Gets Funding For Affiliate Links From Google Ventures, Others

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VigLink, a startup trying to help website publishers monetize the traffic they send to e-commerce sites, has raised $800,000 in a funding round from a roster of prominent investors, including Google (NSDQ: GOOG) Ventures and First Round Capital; it’s the fifth publicly disclosed investment for Google’s fledgling venture arm, which so far has been (as promised) extremely broad in its investment choices, making bets in biotech, online language learning and smart grid companies. Other investors in the round include LinkedIn Founder Reid Hoffman and LinkedIn VP of Product Dipchand Nishar.

VigLink customers embed a few lines of JavaScript on their site; the site is then enrolled (through VigLink) in affiliate marketing programs, so that publishers can earn a commission any time a website visitor clicks on a link to a third party site and ends up making a purchase. VigLink takes a “small” cut. The pitch: It’s time consuming for websites to enroll in lots of affiliate marketing programs on their own — so it’s likely that they are leaving money on the table.

The company has been in closed beta since November with a goal of “opening up more broadly” next month, VigLink CEO Oliver Roup — a former Microsoft (NSDQ: MSFT) director — tells us. A competitor, SkimLinks, which is based in the U.K. raised $1.5 million last month, in part in order to expand its operations in the U.S.

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