Visible Measures Raises Another $13 Million
Social-video-analytics platform and ad network Visible Measures has secured a Series D round of financing worth $13 million, led by DAG Ventures and with funding from Advance Publications, owner of Conde Nast.
Visible Measures's data set includes performance data on over 400 million videos and more than 300 million unique video viewers cross its platform every month, according to the company. It's raised more than $45 million to date and partners with Advertising Age in producing a weekly top 10 Viral Video Chart.
Founded in 2005, Visible Measures started off in business focusing exclusively on analytics and measurement for video but launched a separate advertising division, Viewable Media, in April 2011 after getting feedback from clients that its grasp of what internet video viewers were watching would position it to expand its reach and build an ad network, according to founder and CEO Brian Shin.
"We think of the platform as kind of a layer cake with the analytics and data on the bottom powering this really advanced ad system that gets smarter as we get more and more data," said Mr. Shin, who says that his company is growing 400% a year.
The funding will be used to expand Visible Measures's platform and increase its sales team and support infrastructure. The Boston-based company has more than 70 employees.
Mr. Shin also noted that Advance Publications would be integrating with Visible Measures' platform in some capacity.
"I can say that they made an investment with us for a specific reason, but we haven't announced yet," he said.
"We believe that the application of data and analytics will be the catalyst to shift billions of TV ad dollars online over time," said Andrew Siegel, Advance Publications's senior VP-strategy and corporate development, in a statement. "Visible Measures is uniquely positioned to deliver Google-style ROI measurement across the increasingly sought-after segment known as earned media."
Among the publishers adopting Visible Measures's platform are YouTube, ESPN, Bing, Yahoo, AOL and Fox, Mr. Shin said. Big -brand advertisers include Procter & Gamble, Microsoft, Unilever and Ford.
Existing investors General Catalyst Partners, Mohr Davidow Ventures and Northgate Capital also contributed to the round.