Comcast, Liberty invest in ad innovator Integrate

Integrate, the advertising start-up founded by a former Olympic skier and NFL player (same guy, not two guys--jealous?), has raised about $11 million in new funding in a round led by Comcast Ventures (Nasdaq: CMCSA) and Liberty Global (Nasdaq: LBTYA).

Integrate is stepping into an advertising sector still looking for answers on how to deal with an increasingly-fragmented market, not just in the video services realm, but across platforms that include TV, online, radio and others. It is creating a unified platform combining automated ad serving with tracking and the assignment of an "attribution value" for advertisers, that will help make sense of a multi-device, multi-platform market. Integrate said it will use the money for further product development.

Comcast Ventures said it was interested in how Integrate is addressing a fragmented advertising market now characterized by performance-based ad buying.

Comcast Ventures and Liberty Global join existing investor Foundry Group, which also participated in the latest round to drive Integrate's total funding so far to about $15.5 million.

For more:
-see this Multichannel News post

Related articles:
Cablevision recently touted its advanced ad successes
Canoe recently shut down its interactive ad operation