Comcast, Liberty Global invest in Integrate


ComcastIntegrate, the advertising start-up co-founded by Jeremy Bloom (former NFL player, Olympic skier and college football analyst for Fox Sports), has raised some $11 million in new funding in a round led by Comcast Ventures and Liberty Global. Integrate has offices in San Francisco, NYC, Phoenix and Denver.

The company is combining automated ad serving with tracking and the assignment of an “attribution value” for advertisers that will help navigate multiplatform media consumption. Integrate said it will the funding for product development to get closer to the goal of “connecting every channel of advertising into one unified platform.”

Comcast Ventures said it was interested in how Integrate is addressing a fragmented advertising market now characterized by performance-based ad buying.

Comcast and Liberty join existing investor Foundry Group, which also participated in the latest round to drive Integrate’s total funding to $15.5 million.

“We are extremely excited about Integrate’s vision to become a leading, cross-channel marketplace for the purchase of performance-based advertising,” Comcast Ventures principal Sam Landman said in a statement. “As advertisers shift more budget towards performance buys and as audiences become increasingly fragmented, Integrate is using technology to simplify process and optimize results for their customers.”

“Advertisers need an integrated distribution strategy that places their messages in front of the right eyeballs on the right devices, combined with real-time attribution data that measures the full impact per channel,” Bloom said.