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 target

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, music, online videos, and blogs they like. The site tries to map the basic elements of each choice to make accurate recommendations, so that even people with eclectic tastes can easily find new content they like.

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