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Angel investor Roger Ehrenberg tells The Deal on Friday that he has led a $1.25 million Series A financing in Domdex Inc., a New York startup that is developing online advertising services and is still in stealth mode.
In this episode of The Deal's Behind the Money online video show, the former hedge fund manager talks about how he put together a syndicate of individual investors. Angels, he says, have become much more sophisticated over the years. Watch the video below or download it at iTunes.
 Domdex (the name stands for domain data exchange) was founded last year by CEO Josh Shatkin-Margolis, 31, who previously spent eight years working in the advertising divisions of Yahoo! Inc. [Nasdaq: YHOO] and the former DoubleClick Inc. (now a part of Google Inc.[Nasdaq: GOOG])."Today, people go on sites like Google, search on car 'insurance,' and a Geico ad comes up," Shatkin-Margolis (pictured) explains. Advertisers typically pay a high premium for prominent placement in search results. "We enable the same Geico ad to people who have searched on car insurance in the past, but we're using cheaper inventory that does not have search status associated with it," he says. "We call it search intent marketing versus search engine marketing." The company's products are still in trials with customers and are expected to be released later this year. Shatkin-Margolis met Ehrenberg through Nathaniel Turner, co-founder of Invite Media Inc. of Philadelphia, another online advertising startup in Ehrenberg's portfolio. Ehrenberg has backed several other New York startups, including Buddy Media Inc., TheLadders.com Inc., StockTwits LLC and Wallstrip LLC, which was acquired by CBS Inc. As an entrepreneur, Ehrenberg co-founded New York-based Monitor 110 Inc., which closed last year, an experience he said that taught him many lessons, including the wisdom of "thinking small" when raising capital. -- Mary Kathleen Flynn For comments or suggestions about Deal Video, please contact mwoehr@thedeal.com. Use the following embed code to run this video on your Web site: <object classid="clsid:D27CDB6E-AE6D-11cf-96B8-444553540000" width="437" height="370" id="viddler"><param name="movie" value="http://www.viddler.com/player/1223ec5c/" /><param name="allowScriptAccess" value="always" /><param name="allowFullScreen" value="true" /><param name="wmode" value="transparent"/><embed src="http://www.viddler.com/player/1223ec5c/" width="437" height="370" type="application/x-shockwave-flash" allowScriptAccess="always" allowFullScreen="true" wmode="transparent" name="viddler" ></embed></object> Categories Deal Video
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