Exclusive - BlueCava, a startup that has developed technology that enables its customers to identify unique connected devices such as smartphones, TV set-top boxes, gaming consoles, computers and more, has raised $9.5 million in funding in a round led by VC firm S3 Ventures. Earlier backers, angel investors and billionaires Mark Cuban and Tim Headington, also participated in the round.

BlueCava offers device identification technology that enables businesses to improve online advertising effectiveness through smart targeting, and to minimize the risk of fraud.

There’s an interesting background story about the tech, which I’ve outlined in a previous post (it involves INXS’ former road manager, Ric Richardson).

Brian R. Smith, Managing Director of S3 Ventures, will be joining BlueCava’s board along with Marsh Marshall, Managing Director of Putney Capital and former President of Equifax/IXI Digital, who will serve as the company’s chairman.

Its advisory board already includes people like Joe Sullivan, Chief Security Officer at Facebook and Ellen Moskowitz, VP of Fraud Management Solutions at MasterCard.

The most recent financing round brings the total of capital raised by the company to $16 million.



BlueCava provides advanced technology that enables businesses to identify and profile the devices used by their customers to increase online advertising effectiveness, reduce fraud risk, and improve customer satisfaction.

With BlueCava’s patented technology, companies can uniquely identify Internet connected devices including computers, mobile phones, set top boxes and gaming consoles, to better adapt and respond to customer needs.

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