Permuto Mutates into Buysight

Palo Alto, CA-based Permuto, which runs an “intent-driven” advertising network that attempts to match online shoppers with appropriate ads, said today that it has changed its name to Buysight. The company also announced that it has raised $10 million in Series A financing from Onset Ventures, Rembrandt Venture Partners, and LinkedIn co-founder Reid Hoffman. “We are building the world’s largest index of consumer purchase intent, history, and activity data to unlock significant value for buyers and sellers,” said Buysight chief marketing officer Jeff Weitzman in a statement. “Making the change to Buysight aligns with our vision and the results we’re driving for our clients.”

Wade Roush is the producer and host of the podcast Soonish and a contributing editor at Xconomy. Follow @soonishpodcast

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