OwnerIQ, an “ownership-centric” online media company, has raised $5.8 million in a third round of funding, per an SEC filing. New investor Kepha Partners led, with participation from previous backers Atlas Venture, Egan-Managed Capital, CommonAngels and Mass Technology Development Corporation. Founded in 2006, OwnerIQ has raised $13.8 million in total.

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The company initially launched ManualsOnline, a portal of product manuals and help forums for electronics, appliances and other big ticket purchases. With manuals for over 200,000 products, OwnerIQ says it now has over two million registered users, and it uses that community to serve behaviorally-targeted ads tied to products people already own. It will use the new money for tech development—including upgrades to its media-buying platform—as well as new hires in sales. Release (pdf).