Sunnyvale-based Sendori, a service that allows companies to bid on the traffic of unused domain names, has raised an unspecified first investment round from First Round Capital, Baseline Ventures and Maples Investments, according to Venturewire (via VentureBeat). Basically, the service offers an alternative way for domain name holders to monetize their traffic. Rather than populating a site with the typical link ads, a domain name owner can redirect their traffic to the highest bidder. The company’s claim is that domain owners can get 25 percent more revenue through this model than they could by serving up ads from Google. Co-founder and CEO Ofer Ronen was formerly a partner at Big Red Ventures.