Skype Founder Tries Hand at Online Advertising

The folks behind eBay-owned Skype announced that they will invest in Wunderloop, an online advertising firm based in Luxembourg. Niklas Zennstrom, founder of Skype, along with two of his technology investors, Klaus Hommels and Howard Hartenbaum, will invest in the European company that claims to have developed a groundbreaking type of targeted advertising.

Wunderloop has already begun working with AOL, T-Online, Tiscali, Lycos, and Deutsche, and lays claim that its technology can improve revenue gain for advertisers by 10 to 15 times over its current rate. The company claims that advertising efficiency would also reach almost 80 percent with this new technology, which Wunderloop claims continuously analyzes users’ current behavior - what they click on or their queries in search engines, for example – and compares available market research data in real-time from AGOF, Nielsen NetRatings and comScore among others. Additional information is culled with the user’s consent from in-house data such as CRM profiles.

Other investors like the Samwer brothers are joining in on backing Wunderloop, which will receive an estimate of €8m (£5m). While Hommels and Hartenbaum are using their own funds to invest, Zennstrom is investing through his Atomico Investments.

In a statement to the New York Times, Hartenbaum said, “When I am surfing the web, I get a lot of ads that are a waste of my time and a waste of the advertisers’ time - weight-loss products for women, for example. Wunderloop means that I get a better experience, and it works for the advertise.