Bethesda, Md. – Knewco, a developer of in-text advertising
technology aimed at helping advertisers more accurately target potential
clients, has raised $1.2 million in a new round of equity funding, according to
a filing with the Securities and Exchange Commission (SEC).

The backing came
from three undisclosed investors.

Launched in 2006, Bethesda, Md.-based Knewco
is the operator of KnowNow, a service that helps advertisers target relevant
content to readers of online publications based on the concepts on the page,
instead of just keywords.

The company, which also has offices in the
Netherlands, last year raised nearly $2.7 million in its second round of funding,
led by Omni Capital Group.

Other investors include GIV Venture Partners and
Alfred Berkeley, the chairman of Pipeline Trading and former president of the
Nasdaq Stock Market.


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(SEC filing)