That’s the vision behind Alitheon, a Bellevue, Wash.-based startup that raised $11.6 million as part of a seed round.

But instead of taking photos, the system creates a kind of digital fingerprint for each individual object.

The FeaturePrint is essentially an “immutable digital link between the physical object and the digital world,” said Alitheon CEO Scot Land.

Ross co-founded Alitheon with Land, a former Microsoft director who also co-founded InVision Technologies and was a portfolio manager at Encompass LLC.

Former INRIX chief financial officer Jim Beach is the chief financial officer of Alitheon. | To read full story, visit https://startuparound.com/read/1574443805.22471/The-new-barcode?-Alitheon-lands-$11.6M-for-tech-that-assigns-digital-fingerprints-to-objects?ref=audio_experience