has raised $5 million for an advertising business where it places virtual objects in a scene of a movie, TV commercial, or TV show so that they seem like a natural part of the environment.

Hollywood-based hopes to use this technology, which mixes the virtual and the real, to turn the $23 billion product placement market upside down. Product placement is the advertising tactic of placing a branded object, like a bottle of Coca-Cola, in a scene in a movie or a TV show. But Ryff can put a branded object into a scene after the fact, depending on whether an advertiser wants to become a sponsor.

Valor Siren Ventures led the round, and MaC Venture Capital, Moneta Ventures, and Vulcan Capital also participated.

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