VR ad-tech company Vertebrae raises $10 million, By Joan E. Solsman

Virtual reality ad-technology startup Vertebrae has raised $10 million in a Series A round of funding.

The company, formed about a year ago, is working on an advertising system designed specifically for virtual reality, the immersive entertainment format reaching consumers this year through headsets like Facebook’s Oculus Rift, HTC’s Vive and Samsung’s Gear VR.

Not many consumers would cheer for adding advertising to anything. But companies like Vertebrae could help ensure VR is more fun for consumers. When VR publishers can make money off their product by running ads, rather than forcing the viewer to cough up a pay-t0-play cost for everything, more VR content can be available free.

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