BlueKai, which aggregates and sells data on 200 million online shoppers to advertisers and publishers, today announced a $21 million third round of funding led by GGV Capital and including former investors Redpoint Ventures and Battery Ventures, bringing the Bellevue, Wash.-based company’s total funding to $34.7 million.
BlueKai operates an exchange for behavioral data about online shoppers’ intent to buy retail products, cars and travel. So if you as a web user went to a travel comparison site to search for a trip to Hawaii you might somewhere down the line on a completely different site see targeted ads for beach vacations — and that original travel comparison site would get a share of revenue associated with you.
The company has moved in recent months to translate its data to analytics, and said it is “rapidly deploying new APIs and real time systems” to better integrate with partners. It also commits to deleting user data and cookies after six months and helped create a Firefox tool that helps users opt out of behavioral tracking, including its own.