ADmantX Raises $2.8m for Cookie-less Targeting

ADmantX - a semantic technology firm which offers cookie-free tracking - has completed a $2.8m round of growth funding, which it will use to expand its sales and marketing teams.

Hartford, CT-based ADmantX offers advanced semantic page-level analysis that uncovers reader emotions, behaviors and intentions, in order to match ads with similar emotional appeal, without using cookies.

The firm says this process helps clients develop online ad campaigns that establish 'emotional connections' with consumers.

Today's funding is the first announced since the firm was spun off as a separate company last year by semantic software provider Expert System.

Investment was led by Atlante Ventures Mezzogiorno, the venture capital fund of Italian bank, Intesa Sanpaolo, which now holds a minority stake in AdmantX. Expert System retains a majority share.

'ADmantX has proven its ability to successfully support a brand's psychological positioning by displaying deep understanding of the emotions evoked by adjacent content,' states J. Brooke Aker, CMO of ADmantX. 'We are well positioned to offer publishers an alternative to cookie-based ad targeting should there be legislation that curbs its appeal.'

Web sites: www.admantx.com and www.expertsystem.net .