US-based video optimisation platform VideoAmp received $21.4m in a series B round yesterday from investors led by advertising services company Mediaocean.
Mass media company RTL also participated in the funding round alongside GoAhead Ventures, Startup Capital Ventures, Anthem Venture Partners, Wavemaker Partners and Simon Equity Partners.
VideoAmp has developed a platform that enables advertisers to plan, buy and measure the impact of campaigns across television, video on-demand, over-the-top and digital content.
Bill Wise, co-founder and chief executive of Mediaocean, will join VideoAmp’s board of directors.
RTL previously led a $15m series A round in 2015 with participation from Anthem Venture Partners, Simon Equity Partners, Third Wave Capital, Wavemaker Partners, ZenShin Capital and Startup Capital Ventures.
Anthem Ventures, Simon Equity, Third Wave, Wavemaker and ZenShin Capital had earlier provided $2.2m in seed funding in late 2014.
Bill Wise said: “Our investment in VideoAmp is incredibly strategic. Mediaocean has been the preeminent technology behind television advertising for five decades. However, media convergence and shifting consumer habits are changing the advertising landscape.
“This investment, and the software solutions we create together, will ensure that our customers benefit from secular shifts in advertising from traditional ad sales to programmatic and to audience-based buying and selling across devices.
“Mediaocean plans on being the preeminent technology for another five decades and beyond – and our investment in VideoAmp is an important chess move for us.”