New investment: Tynt traces how people engage with your content

Calgary-based Tynt announced today that they closed a $5 million Series A financing with iNovia Capital from Montreal and I am happy that W Media had the opportunity to participate in the financing with a small amount. The company is led by Derek Ball, one of the most successful technology entrepreneurs in Western Canada, and he was certainly the most important reason why I decided to invest in the company. Tynt has developed Tracer, a tool that tracks user actions on websites including copy/paste and highlight to help content producers learn what content their users find most engaging. In addition, Tracer can drive traffic back to the site using the copied content (i.e. by inserting an attribution link into the email with the copied content). A few W Media portfolio companies have so far implemented Tracer and found the tool very helpful in analyzing offline / online interactions with their content so I am sure Tracer will find a large audience among publishers out there.

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