US-based mobile marketing technology developer Qualia Media closed a $5.5m series B round co-led by Verizon Ventures, the corporate venturing arm of mobile and broadband service provider Verizon Communications, on Tuesday.
Growth-stage venture capital firm S3 Ventures co-led the round, which followed last month’s merger between Qualia and BlueCava, also a marketing technology provider.
Qualia’s software-as-a-service technology tracks user behaviour on mobile devices, collecting intent-to-purchase cues which enable brands to target potential customers more directly.
The company intends to use the cash to accelerate its plans for growth and innovation, and to improve the accuracy of its data.
Qualia has now raised $13.5m in total. Verizon Ventures first invested as part of a $1.2m round in 2013 that included Advancit Capital, Cava Capital, Extreme Venture Partners and Webb Investment Network.
Qualia, then called LocalResponse, raised $5m in a 2011 round featuring Vodafone Ventures, which acts as telecommunication network Vodafone’s corporate venturing unit, Cava Capital and Progress Ventures, the VC firm spun out of investment bank Progress Partners.
Monitor Ventures, CRV and Greycroft Partners are also investors in Qualia. Progress Partners provided consulting and corporate advisory for the series B round.