Issa Rae, the web creator who forayed onto linear TV with the HBO smash Insecure, is now delving into the streaming business realm with an investment in Streamlytics.

Streamlytics is the third company founded by serial tech entrepreneur Angela Benton; it’s a data analytics firm that exclusively tracks streaming video and audio consumption — not cable and radio — with the permission of consumers, who opt in to the service. The company looks at the streaming accounts associated with each consumer in order to pull data, which it then licenses back to users to purchase. Then, Streamlytics vends this data to marketers or other interested parties.

Streamlytics is currently accepting users in a private beta test. The company’s first consumer-facing app Clture, focuses on helping minority consumers own and monetize their data.

Prior to Streamlytics, Benton founded NewME, an accelerator for minority entrepreneurs that has assisted in raising $47 million in venture funding to date.

“As streaming services become the standard for how people consume content and information, tools and companies like Streamlytics are necessary for transparency and consumer ownership,” Rae said in a statement. “Angela’s drive and innovative spirit is the reason why she is a pioneer in the tech space and why I’m excited to partner with her in this endeavor.”

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