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70. Contextured

Contextured allows small businesses to run their own online advertising more effectively

Founders: Michael Oxley and Rajesh Pampapathi
Website: www.contextured.com

Contextured allows small businesses to run their own online advertising more effectively. Among other things it allows websites to monitor pay per click traffic in real-time and track the ads, keywords and networks delivering paid visitors. The software took four PhD engineers nearly two years to develop.

Co-founder Michael has worked on software projects for companies such as Lastminute.com and BP, while former journalist and academic Rajesh turned down the chance to work on the Hadron Collider to start up Contextured.