Wall Street Journal | 02.12.15

Conductor Lands $27M to Help Brands Emerge in Web Searches

By Yuliya Chernova

Marketing-software startup Conductor Inc. landed $27 million in growth equity to help brands surface in Web search results, the company’s founder and Chief Executive Seth Besmertnik told Venture Capital Dispatch.

The New York company is now valued at between $100 million and $200 million, Mr. Besmertnik said, declining to give a more precise figure. Growth equity firm Catalyst Investors led the Series D round, with existing investors FirstMark Capital, Matrix Partners and Investor Growth Capital participating, alongside new backer Blue Cloud Ventures.

Conductor is helping brands reach consumers in ways that are more natural, and, Mr. Besmertnik contends, more likely to get a response than the paid media channels like banner ads and promotional mail.

“My father has finally figured out how to unsubscribe from emails,” Mr. Besmertnik said, adding that this points to what he called a “consumer revolt” against traditional advertising channels.

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