The financing will help ChoiceStream grow out its sales capabilities, with the remainder going toward the build-out of its demand-side platform (DSP) technology.
CEO Eric Bosco said he believes ChoiceStream’s roots in recommendations, namely its “intellectual property inherited from the personalization business,” gives the company an edge in the crowded DSP space.
The DSP is also designed to serve dynamic creative in real-time, for instance letting weather forecasts influence which products show up in the ads.
Technologies from ChoiceStream’s other assets, like its survey site Pollshare.com, can also be applied to its DSP. For instance, Pollshare can be used to find hard-to-reach audiences. For example, Dunkin’ Donuts released coffee pods for Keurig machines and requested ChoiceStream target Keurig owners – which is not typically captured through cookies.