Ryff, a proprietary platform that integrates 3D models, has raised has raised $11.7 million (€9.9m) for its advertising business, where it places objects in a scene of a movie, TV commercial, or TV show so that they seem like a natural part of the environment.

Audent Global Asset Management led the latest funding round, with participation from existing investors Vulcan and Mac Ventures.

Paul Feinstein, the managing partner and chief investment officer of Audent Global Asset Management, said in an interview with GamesBeat that his firm was drawn to Ryff because they believe it has the potential to dramatically disrupt the product placement industry for digital media.

“Ryff seamlessly integrates product into scenes, not just television and motion pictures, but anything digital,” Feinstein said. “That’s fascinating for me because I believe that’s where advertising is going. Anything that stands out as disruptive gets my attention. [CEO Roy Taylor] has come up with a way for how advertising is going to be done in the future.”

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Tags: 3D, advertising, ryff