Ex-Yahoo execs unveil nPario |
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Ex-Yahoo execs unveil nPario
Ojjeh
We've seen a lot of startup activity in recent weeks around behavioral targeting, the idea that technology can help companies utilize mountains of data to better deliver marketing messages to select demographic groups. Just last month, BlueKai -- a Bellevue company led by former Audience Science executive Omar Tawakol -- landed $21 million.
Now, a new startup whose top exec also hails from Bellevue's Audience Science is launching a new company in the space. The company is called nPario, and it is the brainchild of Bassel Ojjeh who co-founded and served as COO of Audience Science. He later went on to serve as Senior Vice President of the Strategic Data Solutions division at Yahoo.
In a press release, Ojjeh described the company this way:
“The digital world gives us an unprecedented opportunity to identify and understand the commercial intent of consumers in order to deliver the right message or product. At nPario, we believe that organizations stand to boost revenue by more than 10% if they harness the power of consumer intent. Our goal is to provide our customers with a comprehensive set of data products that focus on the vast amount of commercial behavior data and generate immediate impact to their business and revenue.”
Other companies positioning in this sector include Aggregate Knowledge, which recently scored funds from Kirkland-based OVP Venture Partners. Also, Ojjeh's former employer, Audience Science (formerly Revenue Science and digiMine, just raised $20 million last fall.
While nPario's headquarters is in Palo Alto, the research and development operations are located in the Seattle area. The company didn't disclose its financial backing, but a filing from earlier this year indicated that it had raised $300,000 of a $600,000 round.
Other members of the nPario team include CTO Krishna Uppala -- a former Yahoo employee who previously founded Mahat Technologies-- and Basel Tutunji -- who previously worked at Oracle and SAS.
UPDATE: nPario employs about a dozen people, with about half of the staffers in the Seattle area working under the direction of Uppala.
Editor's Note: The TechFlash Live event on March 23 will focus on the future of online advertising and online business models for 2010. Speakers include Brian McAndrews, msnbc.com president Charlie Tillinghast, AdReady founder Aaron Finn and Microsoft ad exec Jeff Lanctot. Tickets here.
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