Insticator raises $5.2M to help publishers make their stories more interactive

Insticator is declaring that it has raised $5.2 million in Series A financing.

The startup enables online publishers to include quizzes, polls and other interactive components (possibly created by Insticator or by the writer themselves) for their tales. Then they earn money from these widgets by running ads in them, also.

Other startups trying to do something such as include Playbuzz and Qzzr (previously called Boombox).

Founder and CEO Zack Dugow stated the Insticator widget is designed to strike an important balance it raises participation for publishers and serves as a highly visible advertisement unit without irritating readers by being overly visible or aggressive. He also explained the widget is highly customizable, so that it feels and looks quite native to the website itself.


Publishers who use Insticator include Warner Bros., and Tribune Media.

Those publishers will need to connect with readers beyond their websites also, which is why Insticator widgets work within Facebooks Instant Articles. Dugow stated the company is also working to incorporate with the Accelerated Mobile Pages format evidenced by Google.

The new financing, which was revealed in a regulatory filing, was directed by Associated Venture Management, with involvement from Mintz & Co. and The Beatson Businesses. Insticator has raised over $8 million complete.

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