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Advertising - Tuesday, March 18, 2008

Downloadable Media Advertising's VoloMedia Raises $3.5M

Podcasting has not been the startup success sector that some founders had envisioned. But several companies raised so much capital that they have had the chance to re-launch. VoloMedia was known as PodBridge but has rebranded itself and is building new technology to get away from the podcast advertising tar pit.

VoloMedia, which has raised $3.5M of venture financing, specializes in advertising, metrics, and reporting for downloadable video and audio. The investor was Leader Ventures, which does blended debt and equity financing.

VoloMedia allows content owners to insert ads dynamically into iTunes libraries or RSS streams. Owners can also use a plug-in to track whether a podcast has been played, and refresh an ad unit even after the podcast has been downloaded. An upgrade will give consumers more control over the media, letting them subscribe to a wider variety of audio and video content they find online and share it with others.

VoloMedia was co-founded by Andrey Yruski, who counts himself as one of the founding members of BigBand Networks. Mayfield Fund, Sutter Hill Ventures and Worldview Technology Partners had previously invested.

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