Correction: A previous version of this article incorrectly identified the company that spun off ADmantX.
A Hartford technology startup has raised $2.8 million from an Italian venture firm to develop Web-tracking technology that doesn’t rely on the traditional electronic footprints left on consumers’ computers.
Having advanced analysis on consumers’ emotions, behaviors, motivation and intentions is vital in the Web advertising industry because it left advertisers cater their offering specifically to a consumer’s interest.
This tracking usually is done using footprints, or “cookies,” left on computers, which report consumers’ activities. The practice is controversial as some consumers consider it a violation of their privacy.
ADmantX uses semantic technology to report many of the same consumer reports without cookies. The company was spun off in 2010 from Italy-based technology firm Expert Systems.
AdmantX announced on Thursday the funds are from Atlante Ventures Mezzogiomo, the venture capital fund of Italian bank Intesa Sanpaolo.
Â
