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Adchemy Gets Microsoft Backing; Krux Funding Expands Ties To IDG

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With audience buying becoming the primary focus on online ad spending, analytics is likely to remain a hot funding area for some time. And that’s what Microsoft (NSDQ: MSFT) had in mind in deciding to participate in pay per click specialist Adchemy‘s $61 million funding round, as the software giant plans to incorporate the startups tools as part of its AdCenter. Meanwhile, Krux Digital, which helps websites protect their own audience data, has just raised $11 million from IDG Ventures as it looks to build up its U.S. presence and expand its overseas operations.

Other participants in Adchemy’s fifth funding round included August Capital, and Mayfield Fund. Adchemy, which has offices in Foster City, CA. and The Phillippines, has been working with Microsoft Advertising for over a year. So far, Adchemy IntentMap technology has been used on small group of Microsoft adCenter customers. IntentMap bills itself as a search marketing tool that goes beyond using “thousands” of keywords by focusing on a smaller, more general range of search terms to understand consumers’ “intent.”

In addition to the AdCenter, Adchemy’s technology will also be integrated into Microsoft’s Bing search engine. (More details in the company’s blog post.)

For Krux and IDG Ventures, the relationship there will center on using more tools designed to help publishers have better control over their audience data. Over the past few years, scores of major publishers have sought to block remnant ad networks from their sites, often citing the lack of transparency and fear of driving down premium prices as the reason for closing the door. Krux’s Consumer Internet Data Management is intended to help publishers identify third parties who might be scraping audience data from their sites without permission.

Krux was launched in August 2010 by Tom Chavez, the former Rapt CEO and GM for the Online Publisher Business Group in Microsoft’s Advertiser and Publisher Solutions (APS) division, along with Vivek Vaidya, Rapt’s CTO. (Microsoft acquired Rapt three years ago). The company received a first round funding in May 2010 from Mike Galgon, founder of aQuantive, and Howard Charney, founder of 3COM and a Cisco (NSDQ: CSCO) SVP. Accel Partners joined the roster of investors with this latest round.