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CMGI Affiliate Invests in Marketplace Architect

Idapta Inc. Wednesday secured $30 million from a group led by CMGI @Ventures, whose parent has been on a torrid B2B development and investment pace.

The $24 million from the venture capital affiliate of CMGI Inc. is equally divided by three of CMGI @Ventures' venture capital funds -- CMGI @Ventures III, the $1 billion CMGI @Ventures Technology fund and the $1 billion CMGI @Ventures B2B fund.

This round also includes investments from Germany's SAP and other private seed investors.

Idapta creates software platforms and trading applications on which B2B firms can builds marketplaces. The firm is attractive to CMGI (CMGI) because of its B2B integration platform and trading application for supporting online marketplaces.

"From very early on, we have believed in Idapta's vision, experienced management team and innovative solution set," Guy Bradley, general partner with CMGI @Ventures. "The company has rapidly executed on its business strategy and its product offerings are well-suited for the rapid development and scaling of B2B vertical marketplaces on the Web."

On Monday, the incubator took a 4.9 percent stake in software firm Netcentives Inc. (NCNT) and the two companies established an online loyalty program. Last month, the giant took a 5 percent interest in Primedia Inc. (PRM), a New York media firm with more than 250 magazines and 200 Web sites.