VIA The Boston Globe

Kraft Group investing $10m in a Net start-up, Matchmine

Firm aims to track users' tastes, help ads be more on

NEEDHAM – The Kraft Group, best known for its investments in projects like Gillette Stadium and the New England Patriots, is sinking $10 million into an Internet start-up that will map people's tastes, making it easier to discover content they like online.

Matchmine, which goes live next week, tries to turn what can seem ineffable and arbitrary – people's preferences – into a usable set of data.

People create a “MatchKey” by rating the movies, , online videos, and blogs they like. The site tries to map the basic elements of each choice to make accurate , so that even people with eclectic tastes can easily find new content they like.

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