The funding, which comes to $4.25 million, is a no-brainer for the Foundry Group, an early-stage VC firm based in Boulder, CO.
“Foundry Group believes there is a large need and desire for performance-based marketing," said Foundry Group managing partner Seth Levine.
"We think there is a huge swing to performance marketing, and Integrate provides the technology needed to make it succeed."
Integrate’s platform is all about performance and transparency; its customers only pay for qualified leads and conversions -- that could mean a sale or a phone call, depending on the type of campaign.
Advertisers and publishers work together and communicate through Integrate's platform, where each party can review important information about the other party's business.
And while lead-gen is typically characterized as one of the seamier sides of the Internet, Integrate says it has algorithms and basic regulations in place to guard against the kind of scams that have plagued the industry practically since its inception and grant the field a new sheen of legitimacy.
"Our mission is to make it simple and effective for anyone -- a small brand of a large retailer -- to put together a multi-channel, performance-based campaign," said Integrate co-founder Jeremy Bloom, who began the company earlier this year along with Hart Cunningham.