TheDeal.com - Reactrix scores $45M

"Reactrix Inc. has closed a $45 million Series D funding round led by D.E. Shaw Group and Menlo Ventures as it goes after the out-of-home advertising market with its interactive displays projected on shopping mall floors.
The funding brings the San Carlos, Calif., startup's total backing to more than $60 million, which it has quietly amassed since its 2002 inception."

The startup took an early iteration of its technology to market in 2003 and its current media network to market in December 2005. Ribero said its platform is in 165 shopping malls and movie theaters across the country, having signed deals with Real Estate Investment Trusts General Growth Properties Inc., Mills Corp. and CBL & Associates Properties Inc. Its advertisers have included AOL LLC, Coca-Cola Co., DirecTV Group Inc., Hilton Hospitality Inc., Sprint Nextel Corp. and Visa International.

With the round, DE Shaw's Andre Turenne and Menlo Ventures managing director Andre Vazirani joined Reactrix's board, which includes Thomas Weisel Venture Partners's Dave Crowder, former Yahoo! Inc. chief executive Tim Koogle an early Reactrix investor, Mobius' Roizen and Worldview's Colin Savage.