• The Wall Street Journal, Tuesday, July 19, 2011 12:07 PM

Ready to expand it online privacy services, Reputation.com has raised a $41 million round of funding, reports The Wall Street Journal. "The round, which (Reputation.com CEO Michael Fertik) said was oversubscribed, brings the company's total capital raised to more than $65 million," according to WSJ. "Fertik said Reputation.com decided to raise more money because it is planning a big push into a new line of business."

Thus far, the company has offered several services that help consumers manage their privacy, information and reputation online. Now Reputation.com has also built a data-set business -- comprised of collected data on individuals, which is layered with its own technologies that let it come up with "assessments" on people.

"Down the road, consumers can license out that data and potentially be paid by marketing firms who want to market to them," The Journal writes, citing comments from Fertik. According to the company, the fourth institutional round was led by VC firm August Capital, with participation from Insight Capital and existing investors including Jafco Ventures, Kleiner Perkins Caufield & Byers and Bessemer Venture Partners.

Read the whole story at The Wall Street Journal »