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Steelhouse Signs Cooking.com

Los Angeles-based Steelhouse, the behavioral targeting firm backed by Ron Conway and Geocities' founder David Bohnett, said Tuesday that Cooking.com has been using the firm's technology to ramp sales of its online site. SteelHouse claimed that Cooking.com has been seeing increased incremental lift of its sales of up to 500 percent from using its products. Steelhouse develops technology to discern the kinds of shoppers who are visiting e-commerce sites, and using retargeted ads to pull those shoppers back for purchases. SteelHouse is headed by Mark Douglas, the former VP of Technology at eHarmony and VP of Engineering at Rubicon Project.


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