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Advertising - Monday, June 4, 2007

Merchandise Ad Network Tumri Raises $10M From Lehman And Co.

Santa Clara-based Tumri has raised $10M in Series B funding led by Lehman Brothers Venture Partners with return backers Accel Partners and Shasta Ventures. Tumri gives publisher - bloggers are a particular target segment - ad units that they can tweak to to display ads from products of their choice. The ad stand in contrast to Google Adsense where publishers don't have much choice over what the ads display. With Tumri, if you hate The Gap you can set the unit to exclude merchandising from The Gap.

On the advertiser side, Tumri taps into age old affiliate relationships but the company says it will be announcing a new product shortly for advertisers.

Tumri doesn't strike us as rocket science, however, there is plenty of opportunity here in the blogosphere. Blog pages have plenty of space for more ads and bloggers will often work with multiple ad networks. So bloggers working with Adsense and Adbrite have nothing to lose and dollars to gain by positing a Tumri ad or two.

Tumri's closest competitors are startups like Zlio.

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