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NY ad firm Intent Media looks to European expansion

NY ad com­pa­ny Intent Media, which spe­cial­izes in adver­tis­ing prod­ucts for the trav­el indus­try, has raised $22.7 mil­lion in new fund­ing. Ads based on real-time intent  As any art direc­tors or account man­agers who vis­it these pages will be aware, we like to focus on up-and-com­ing online adver­tis­ing agen­cies and oth­er fledg­ling firms much of the time here. But some­times, it’s good to see how a more estab­lished com­pa­ny is doing. And Intent Media, by all accounts, has been doing extra­or­di­nar­i­ly well. The Series C round (led by New York’s Insight Ven­ture Part­ners) brings the company’s total fund­ing since its 2009 launch to $51 mil­lion. Investors, it would seem, are more than impressed by Intent’s per­for­mance. Its tech­nol­o­gy, which mea­sures poten­tial con­sumers’ “real-time intent” on the basis of their brows­ing behav­ior and then sends ads based on each indi­vid­ual vis­i­tor, has attract­ed a glit­ter­ing client list. Names include Expe­dia, Hotwire, Trav­e­loc­i­ty, ebookers.com, lastminute.com, Hotel Club, Trav­el­port, Hip­munk, Cheap Tick­ets and Orb­itz. Even the most sea­soned and unruf­fled account man­ag­er would have to con­cede that that adds up to a pres­ti­gious and envi­able batch of accounts. Real-time con­sumer intent track­ing has clear­ly got legs, and Intent Media has estab­lished a rep­u­ta­tion…

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