Dive Brief: 

• LiveIntent, a startup that offers tools for advertising within email newsletters and alerts, has secured $20 million in Series C funding. 
• The startup provides an ad exchange that offers real-time, programmatic ad buying and selling within emails. 
• The company claims to reach 55 million consumers each month and works with brands like La Quinta, Kraft, and Chrysler. 

Dive Insight: 

A real-time, programmatic ad exchange for in-email ads could certainly change the way email is delivered and perceived. It opens up an opportunity for brands to reach recipients who may have never agreed to receive email for their brand, but have for a different brand. Whether or not that will be well-received or if it is effective will be interesting to see.