Adding a shade of green to its offerings, content network NetShelter Technology Media has entered into a new partnership with Matter Network, which specializes in covering clean and sustainable technology.
Per the agreement, Matter's roughly 100 media properties will now represent NetShelter's "sustainability channel," which should make it easier for marketers to target green-thinking consumers.
"We are at a clear inflection point in the market," NetShelter CEO Peyman Nilforoush said, regarding the field of clean and sustainable technology.
Working with Matter, Nilforoush said NetShelter plans to create new products and services designed "to help bridge the gap between marketers and the sustainability channel's most recognized influencers."
Collectively, Matter's publisher partners -- including SustainableBusiness.com, CleanTechnica and EcoGeek.org -- comprise 25% of all traffic to comScore's Green category.
In recent studies, consumers cited the Web as the best source of information on "green" products and practices. Indeed, more than one-third -- 39.4% -- of respondents cited the Internet as the best resource, followed by television -- 18.4% -- friends and family --9.2% -- and newspapers -- 7.1% -- according to a study by ad network Burst Media released last year.
Additional publishers that rely on Matter's network include Reuters' Green Business News Service.
Late last year, NetShelter raised $15 million in Series B funding led by Rho Ventures, with participation by existing investors Rho Canada and JLA Ventures. The investment is expected to help the company better serve brand marketers through its network of technology influencers across more than 200 tech content sites and blogs.
NetShelter partners with independent sites in the IT, mobile and consumer electronics categories, including MacRumors.com, Slashgear.com, CrackBerry.com, ChipChick.com, PhoneScoop.com, and Experts-Exchange, to name a few.
The company most recently raised about $11 million in late 2008.