Los Angele-based Leads360 , a developer of web-based, lead management software, is powering a new feature in Google's Adwords program, the firm said Tuesday. According to Leads360, it is working with Google to help power the new AdWords Comparison Ads feature, which allows users of Google's search engine to find and compare mortgage quotes from lenders. Financial details of the win were not disclosed, however, Leads360 is backed by Rustic Canyon Partners. READ MORE>> ...Tags:

Santa Monica-based Factual , the new data focused startup run by Gil Elbaz , the co-founder of Applied Semantics , which invented Google's AdSense technology, is announcing the investors in the firm this evening. According to Elbaz, the firm has a number of very high profile investors backing the the firm, including Marc Andreessen and Ben Horowitz of Andreessen Horowitz, Bill Gross of Idealab, Danny Rimer of Index Ventures, Esther Dyson, the Founder Collective, Gunderson Dettmer, Lee and June Stein, former MySQL CEO Marten Mickos, Miramar Venture Partners, Demand Media' Richard Rosenblatt,

Along with the official launch, the firm said that it has rolled out a new revenue sharing agreement--DocCash--which will split Google AdSense revenue with people who upload documents to the site. DocStoc, which is venture funded by Rustic Canyon Partners, also said that it has redesigned its home page to feature documents by breaking news and most sought-after professional documents, and added a new API which allows developers to upload, convert documents, and manage documents from third party products or services. Santa Monica-based Docstoc , the document sharing site run by Jason Nazar, said this afternoon that it has officially come out of its public beta.

He explains in his post that he was inspired by a friend, Matt Cutts, at Google who kicked started his own set of 30 day challenges last year. “for the next 30 days I’m going to do something each day to give to others. So far a few people have commeted and said they would join in the challenge including media empress Shira Lazar and David Travers from Rustic Canyon Partners. Jason Nazar recently announced on his personal blog that he would be spending the next 30 days giving back to those in need. Its not always going to be a large amount of money and some

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Rustic Canyon Partners (www.rusticcanyon.com) Safire startups from around the globe to grace the stage in front of Valley VCs, Google, Microsoft, Thanks to all of the sponsors and advertisers, who allow us to keep you updated on Southern California's high tech news and companies. Interesting in reaching Southern California's high tech industry?

My competition is not Rustic Canyon, it's not Clearstone, or the other venture firms in town. Outside of Google, they've been one of the most successful companies over the last five or six years, in my opinion. This morning's interview is with Mark Suster , a venture capitalist at GRP Partners (www.grpvc.com). GRP has just recently closed on a new $200M fund, and Mark has been one of the more active venture capitalists in the Los Angeles area in recent months.