Irvine, Calif-based BlueCava recently raised $9.5 million in Series B funding to build out its tracking technology that gives companies visibility into the consumers that visit their websites or view their advertisements online. The technology, which essentially tags devices based on browser information, can also be used by companies to identify fraudsters. BlueCava CEO and founder David Norris spoke with Bambi Francisco about how the tracking technology gets on devices, how consumers can protect their privacy from these devices, and how companies are currently using the technology. Norris also talks about how companies pay BlueCava. Currently, BlueCava customers pay per transaction (or when a device is tagged) for one or two-year plans.
