Stealth startup, Gumhouse, has raised USD6.25 million in funding from backers including Polaris Ventures and Science Inc, according to an SEC filing. The Santa Monica based-firm, a graduate of the Science Inc incubator program, describes itself as a “social stream video shopping network“. The company is expected to use information gathered from Facebook accounts and users’ continued interaction with the service, to create personalised shopping experiences. Consumers will be matched with time-sensitive deals presented to them in video ads. To collect the deals, a few of which have already been shared on the company’s Facebook page, shoppers will need to share the commercial to their social media account.
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