About.com founder Scott Kurnit’s new startup, AdKeeper, is pushing back its release to Valentine’s Day.
The initial date was supposed to be 1/11/11, Kurnit told Mashable, but the Consumer Electronics Show was eating up all the press.
Investors have sunk a total of $43 million into AdKeeper, a platform for advertisers to add a “keep” button to ads. AdKeeper’s last round alone raised $35 million. The “keep” button signifies “read it later” or “watch it later” or “this is nice, I want to keep it so I can look at it whenever I want,” which will put pressure on advertisers to make more meme-ish ads.
Kurnit says his research shows that 56 percent of consumers would save an ad for later if given the option, adding up to a userbase that will be at least twice as big as Twitter’s.
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