Intent Media, an online advertising startup founded by several Travelocity veterans, has raised $8 million in a round of funding from Matrix Partners, according to an SEC filing, via peHub. Intent Media’s website does not offer many details but it does say that the company sits at “the intersection of online retail and advertising, and aims to unlock the vast media value that exists inside of e-commerce sites.” Startup site alarm:clock says that the technology the company is developing ensures that ads that run on e-commerce sites are relevant (Intent Media CEO Richard Harris tell us that he is “trying to keep our company under wraps for a bit longer”). Harris is a former SVP of strategy and distribution at Travelocity. Other co-founders include Joshua Feuerstein, a former SVP at Travelocity Europe, and Damon Tassone, who was the deputy CEO of Travelocity Europe. They were also involved in starting Site59.com, a last second travel provider that they sold to Travelocity in 2002 for $43 million.