This is hilarious. Yesterday, MassHighTech scooped up an SEC filing that has Cambridge based ChoiceStream raising a new funding round with $8.7 million committed out of a possible $12.25 million. Today, ChoiceStream has issued a press release announcing that they have raised $8.7 million as part of a planned $10.7 million round that is scheduled to close in January of 2012. Investors in the round include Sage Hill Partners, Sutter Hill, AT&T, and several private investors.

This is the first press release that I have seen from a company that announced only a percentage of their funding being complete. It clearly looks like a reaction to MassHighTech breaking their funding news. Now ChoiceStream should know better and had greater control over their message, after all that is what they do. The form D filings are public knowledge and if they weren’t ready to unveil their funding, they should have waited to file. I have reached out to ChoiceStream and will update once I hear back.

ChoiceStream provides online advertising and personalized marketing solutions. Big companies like AT&T, Zappos, Tesco, Ticketmaster and MTV have relied on ChoiceStream to create a more engaging, personally relevant experience for their consumers. By transforming shopping behavior and media consumption into intelligence about a consumer’s unique preferences, ChoiceStream is able to help today’s biggest brands target their most qualified prospects with the right advertisement, email promotion and product recommendations to improve brand engagement, conversion rates and customer loyalty.