Comcast Interactive Capital, the investment division of Comcast, was among the investors in a $9 million funding round for Perfect Market.
According to The Los Angeles Times, the latest round of capital was the fourth for the Pasadena, Calif.-based company that specializes in helping newspapers make more money through online advertising.
Previous investors include $6 million from Tribune Co. last year and venture companies Trinity Ventures and Rustic Canyon, for a total of $28.1 million.
According to its website, Perfect Market helps newspapers, magazines, broadcasters and other online publishers grow their revenue by serving highly relevant content to previously underserved audiences.
The proprietary technology provides publishers with revenue relevancy tools that help them create, distribute and monetize their content more effectively online. The company matches the content with relevant, targeted ads for the end users.
Comcast Interactive Capital also took part in a recent $10 million round of funding for SnagFilms.