Gurgaon-based media-tech startup, Zapr, has raised an undisclosed amount of funding round led by Flipkart with participation from Saavn, Micromax and Mu Sigma co-founders, Dhiraj Rajaram and Ambiga Dhiraj.
This round also saw participation from existing investors like Dinesh Agarwal, Samir Bangara, Sanjay Nath and Arihant Patni.
The raised capital will be primarily be used to expand the company’s product portfolio for the media & advertising industry and to scale up the technology team.
Founded in February, 2012 by Baid, Sandipan Mondal and Sajo Mathews, Red Brick Lane designs and develops technology-based consumer products. Red Brick Lane’s product Zapr is a mobile app that aims to monetise by making TV ad viewing interactive. It allows users to get reward points for watching TV commercials.
The startup partners with app and publishing companies to incorporate its code in their mobile applications. Then, through the use of its technology called ‘frequency fingerprinting’, the company finds out which TV channel is being watched at a given time.
Speaking on the development, Mondal said, “We are working with brands to help them understand how their advertisement did, versus a competitor’s advertisement. We could help a music streaming app or a content streaming app understand what a user is watching or listening on TV and radio and help them customise their suggestions. We have use cases but we aren’t ready to talk about customers.”
The company also plans to expand its team from about 25 currently to 50 by the end of the year.
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