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Angara Launches E-Commerce Targeting Service

Angara, a start-up provider of online marketing services, began operations with the launch of the Angara E-Commerce Targeting Service, a hosted application service for lowering customer acquisition costs by targeting content to unknown site visitors in real-time.

Focused on the business-to-consumer marketing sector, the company is headed by chief executive officer Mark Metcalfe, former president of Cendant Membership Services, a large direct response operation.

Angara also unveiled a strategic partnership with consulting firm McKinsey & Co. and announced the completion of a $14 million second round of funding from investors including Kleiner Perkins Caufield & Byers, JMI Equities, VantagePoint Venture Partners and other leading venture capital firms.

Proceeds from the financing will be used as working capital for technology development, marketing and business development initiatives and the launch of Angara's real-time e-commerce targeting service.

Angara said it is developing a partner network of service, application and solution providers to accelerate the adoption of its online marketing services and the deal with McKinsey is only the first step.

"E-commerce companies are demanding better results from their Internet marketing initiatives, and Angara, in conjunction with its partners, will deliver a portfolio of world-class marketing services with measurable ROI," said Metcalfe.

Angara's E-Commerce Targeting Service solution aims content at unidentified visitors in real-time by leveraging a geographic and demographic information on millions of anonymous Internet user profiles,

"Angara has created a strategic business model that puts it at the center of the fast-growing market for online marketing services focused on improving customer conversion," said Ted Schlein, general partner at Kleiner Perkins. "With this new round of capitalization we anticipate substantial growth potential for the company."