Boo-box.com - Open Ads with Recommendations

Brazilian based Boo-box is a marketing company that’s empowering the publisher: by putting contextual advertising under their control. The company’s objectives are not unlike other marketing start ups. Less disruption and obtrusion, replaced with more meaningful and contextual advertisements seem to be the magic words in terms of getting your company recognized. Though Boo-box is taking a different route in achieving these goals. Instead of developing algorithms to identify which ads would work best with what content, they’re letting the people who know their content and readers the best: the publishers. Readers can click through these advertisements and are led to a list of recommendations that are relevant and in-context.

boo-box was conceived to change the way marketing is done today. We want to make marketing more meaningful and elegant and less disruptive and obtrusive. We believe that by empowering publishers we will enable better environment for audience’s and will make marketing a relevant part of content experience. In order to do that we found out that we needed to go in a different direction than other marketing companies. For us, real contextual marketing is the one that is deeply co-related with the content it is displayed with, and today, to achieve that level of relevance the only way to go was to adopt natural intelligence in the contextualization process. That’s why we aim at developing the easiest to use tools and procedures that allow publishers to control what is marketed with(in) his content, instead of investing our intelligences in developing algorithms that would try to identify context.

This contextual marketing company has repeated many of the same objectives as it’s competitors, but is putting a spin on contextual advertising, approaching these objectives in a more pragmatic manner. It makes you think, why didn’t the others think of this before? We are constantly seeing new marketing companies popping up on the web claiming to have the secret algorithm for determining relevancy. Why not let the people who write the content, and understand the people who read it decide context? Recently, Boo-box has received $300K in round of funding led by Monashees Capital. If this start up can allocate those funds correctly, expanding in partnerships beyond their native Brazil and development of their service, they should be well on their way to success.

Where will they allocate their new round of venture capital funding?