by Sahil Patel

Joyus has raised $24 million to bring its “shoppable videos” to more platforms across the web.

The financing was led by Marker LLC and Steamboat Ventures, a venture-capital firm affiliated with Disney. Existing investors including Accel PartnersInterWest, and Time Warner Investments, also contributed to the round.

The San Jose-based company said it will use the new capital to invest in product, engineering, and expanding distribution for its video network.

If you’re not familiar with Joyus, it’s one of a small group of companies doing “shoppable videos.” Essentially, it works with brands to produce videos for fashion, beauty, health, and lifestyle products that women would want to buy. It has its own interactive video player, which is available on its website and across a number of sites owned by publishing partners such as People, AOL, Hearst, Real Simple, Hollywood Life, and others. The company takes about half of the revenue generated from purchases, with publishing partners also getting a cut.

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