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Yaap raises funding from Rainmaker Ventures

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Content discovery, creation and distribution startup Yaap has raised $5 million from Rainmaker Ventures, reports YourStory. Rainmaker Ventures is an early stage startup fund started in December 2015 by digital marketer Atul Hegde and industrialist Sudhir Menon. Following the  investment, Hegde will be joining Yaap as chief mentor and the company’s board.

Yaap has three services – design, discover and distribution. In content design, Yaap makes branded content digital show formats, syndication, brand and visual identity. In discovery, it looks at influencer identification, outreach and empanelment and in Content distribution it looks at programmatic content placement, alliances and channel partnerships, as indicated by this Moneycontrol report.

Yaap does not have a a CEO but instead has partners across cities. Digital media professionals Nikhil Bapat and Manan Kapur have joined in as Partners in Mumbai and Gurgaon respectively.  Yaap’s clients include Startup India, ITC Hotels, Maharaja Whiteline among others.

This is the second investment made by Rainmaker Ventures and had earlier invested in based bus aggregator Limo.

Recent developments in digital content 

– Earlier this week, fashion e-tailer Myntra acqui-hired content aggregation startup Cubeit for an undisclosed amount.  A statement from the company said that executives from Cubeit will be joining Myntra’s technology team.

– In April, Facebook updated its branded and sponsored content policy. Now branded content can appear in all forms, as long as media companies and marketers go through a simple verification process.

– In March, YouTube, along with its content partners Culture Machine, Only Much Louder (OML),Qyuki and The Viral Fever (TVF) would  be launching original properties related to beauty and style Beauty Hunt, Comedy Hunt and #LaughterGames, a comedy web series from multiple creators including East India Comedy.

– Times Internet launched Spotlight, a content studio which will offer marketers content strategy, development and marketing in April. Spotlight would let Times Internet tie up with brands to create articles, infographics, photo galleries, videos and other content. It also plans to review and edit the brands’ existing content and create new content.

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