San Francisco - Loomia, a provider of personal recommendation technology and the "SeenThis?" application on Facebook, announced on Wednesday that it has closed a $5 million first round of funding, led by Asset Management Company.

Peacock Equity -- the joint venture between GE (NYSE: GE) and NBC Universal -- and Telefonica Capital also participated.

San Francisco-based Loomia's SeenThis application allows users to see what their friends are reading and buying online at over 50 partner sites, including The Wall Street Journal Online, NBC.com, Audible and CNET Networks.

The company's recommendations technology tracks an individual's preferences across multiple websites and social networks.

Loomia will use the funds to continue the build-out of its recommendations platform and expand its sales and marketing efforts in the U.S. and internationally.

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