In physical-world retailing, brands pay retailers to put their products at eye level in high-traffic areas. Mabaya, a Tel Aviv-based startup that aims to place ads in the most optimal spots on e-Commerce sites, has secured $2.25 million in seed funding.
Mabaya analyzes online shoppers’ preferences in real time in order to display items they will want to see. Its algorithmic in-site software applies contextual analysis to search terms and individual shoppers’ behavior to display relevant sponsored products.
The company’s clients include multi-brand retailer Shop Direct, the South American online marketplace Mercado Libre and Rocket Internet. Represented brands include Samsung, Hoover and Microsoft.
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This funding round was led by Israel’s Lool Ventures and other unnamed angel investors, according to a Venture Beat report. Mabaya is gearing up for an additional funding round to support future expansion.
“Mabaya’s goal is to enhance the shopping experience for everyone,” said CEO Avi Rabinovich in a statement. “With Mabaya, brands get their products in front of the right people; active shoppers are engaged with native product promotions that are of interest to them; and online retailers enjoy a new revenue stream, for clicks on the promoted products in addition to actual sales.”
