ID Data Firm lockr Raises Pre-seed Funds

In New York, consumer digital identity, consent and data platform lockr has raised $2.5m in a pre-seed round of funding, which it will use to expand its six-person team and publisher network, and to build new consumer tools.

Founded in 2021 by former Samba TV exec Keith Petri (pictured), lockr offers access to a suite of products that enable consumers to control and benefit from their own data. The firm's first product, lockrMail, is a pre-filtering solution for e-mail, providing users with a public-facing permanent e-mail address that they can use securely across the web, with both allow and block capabilities. For publishers and marketers, the platform enables identity matching across sites and with first party audiences in a privacy-compliant manner.

The solution is designed to offer a shared ID, an alternative to the cookie that allows for targeting, frequency capping, and attribution for campaigns. Funding comes from Mozilla Ventures, Junction Venture Partners and Grit Capital Partners as well as more than twenty angels from the digital publishing and data industries. Petri comments: 'After a decade in digital advertising tracking consumers' behavior and building consumer profiles for some of the world's largest brands, I am taking my experience and knowledge and applying that to empower consumers to control their online profiles. We are leveraging new regulations and shifts in the underbelly of the Internet to give the average user a seat at the table'.

Web site: www.loc.kr .