HookLogic Secures $15.5 Million Funding Round, Divests AutoHook

With another $15.5 million in its coffer, HookLogic plans to build its international business and systems that will drive more traffic to retail sites than Amazon by the end of this year. The company announced Thursday that it closed a Series C growth funding round that brings investment total in aggregate to about $39 million raised.

The latest funding comes from new investors Fung Capital and Mousse Partners, along with participation from existing investors Bain Capital Ventures and Intel Capital.

Along with the funding news, HookLogic also divested its AutoHook division to Urban Science, a marketing firm in the automotive industry. The divestiture aims to focus the company's vision on paid advertising and traffic on its network of retailer sites from Walmart, Target and Best Buy to Macy's, Costco, and Priceline, which in aggregate will surpass Amazon in traffic by the end of 2015.

Armed with a huge amount of data from this network of sites, Jonathan Opdyke, HooLlogic CEO, says the company will drive more sales for retailers using brand investments in advertising.

International expansion also sits on the company's roadmap. Opdyke said global advertising presents a creative challenge, but in this model the creative piece becomes the product itself -- and data drives the content, which the retailer provides.

The ads don't have an issue with localization, because if the retailer provides product data in Japanese that's what goes in the advertisement. Partnerships with retailers in 69 countries spanning more than 160 ecommerce sites also squash issues around targeting because categories such as laptops worldwide typically are structured similarly. 

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