*By Carlo Versano* In the digital age, advertisers have more options to reach consumers online than ever before ー through social networks, native content, banner ads ー but their understanding of the effectiveness of digital ad campaigns has remained vague. Now, flush with $20 million in venture capital, Knotch is building a platform that it says will allow advertisers to see what works and where ー in real time. Anda Gansca, co-founder and CEO of Knotch, calls her company a digital content intelligence platform. What that means, she said, is that Knotch delivers a one-stop shop for brands to analyze the performance and impact of their ad spend. Whether old-fashioned display ads or branded content, Knotch claims to be able to help companies understand how their campaigns are working across various channels, in part by surveying consumers directly, and analyzing what it calls "data signals" like behavioral data, conversion metrics, and engagement. "We help brands understand the impact of their digital content efforts across literally every digital touchpoint," Gansca told Cheddar. The Series B round brings the amount raised for the small firm to $34 million, which Gansca told Cheddar would be used to expand U.S. offices and build an international presence in the UK. It could also spell bad news for digital agencies. More brands are taking their advertising in-house, partially in response to tightening privacy regulations around the world, like the EU's GDPR and similar legislation pending in California. That trend helps Knotch function as a go-between to analyze consumer behavior, which Gansca said it can track, but doesn't own any of the data from which it gleans insights. "We're the Switzerland of data," she said. For full interview [click here](https://cheddar.com/videos/knotch-lets-major-brands-assess-impact-of-their-ad-dollars).

Share:
More In Business
Boeing defense workers on strike in the Midwest turn down latest offer
Boeing workers at three Midwest plants where military aircraft and weapons are developed have voted to reject the company’s latest contract offer and to continue a strike that started almost three months ago. The strike by about 3,200 machinists at the plants in the Missouri cities of St. Louis and St. Charles, and in Mascoutah, Illinois, is smaller in scale than a walkout last year by 33,000 Boeing workers who assemble commercial jetliners. The president of the International Association of Machinists says Sunday's outcome shows Boeing hasn't adequately addressed wages and retirement benefits. Boeing says Sunday's vote was close with 51% of union members opposing the revised offer.
FBI’s NBA probe puts sports betting businesses in the spotlight
The stunning indictment that led to the arrest of more than 30 people — including Miami Heat guard Terry Rozier and other NBA figures — has drawn new scrutiny of the booming business of sports betting in the U.S. The multibillion-dollar industry has made it easy for sports fans — and even some players — to wager on everything from the outcome of games to that of a single play with just a few taps of a cellphone. But regulating the rapidly-growing industry has proven to be a challenge. Professional sports leagues’ own role in promoting gambling has also raised eyebrows.
Tesla’s profit fell in third quarter even as sales rose
Tesla, the car company run by Elon Musk, reported Wednesday that it sold more vehicles in the past three months after boycotts hit hard earlier this year, but profits still fell sharply. Third-quarter earnings fell to $1.4 billion, from $2.2 billion a year earlier. Excluding charges, per share profit of 50 cents came in below analysts' estimate. Tesla shares fell 3.5% in after-hours trading. Musk said the company's robotaxi service, which is available in Austin, Texas, and San Francisco, will roll out to as many as 10 other metro areas by the end of the year.
Load More