For the second time in less than a year, a major media company is investing in Perfect Market, a startup that helps publishers better monetize their “long-tail” content. Comcast (NSDQ: CMCSA) Interactive Capital, a venture capital arm of Comcast, is leading Perfect Market’s $9 million fourth round. Last March, Perfect Market raised $6 million in a round led by the Tribune Co.
Perfect Market’s technology automatically restructures pages on a customer’s site in order to optimize them for traffic from search engines and social networks. In July, the company also introduced “The Vault,” an analytics dashboard that provides publishers with a sense of how their pages are performing and, more specifically, what their most profitable pages are.
The new cash comes as the company says it is growing very rapidly. CEO Julie Schoenfeld tells us the number of customers Perfect Market serves has quadrupled over the last year. Customers include Tribune Co.-owned Los Angeles Times and Chicago Tribune, as well as the Hearst Corporation. Schoenfeld also says the company will now be adding some new customers “connected to things relevant to Comcast.”
A year ago, Schoenfeld told us Perfect Market was on track to be profitable in 2010. During an interview last week, she would not provide an update on the state of the company’s financials but said that the fact that a “tier one partner” had invested in Perfect Market provided a reflection on where the company stood.
The new funding brings Perfect Market’s total backing to more than $30 million. Idealab, which incubated the company in 2007, along with Tribune and other existing investors Rustic Canyon Partners and Trinity Ventures also participated in this round.