Comcast Ventures, the corporate venturing unit of mass media company Comcast, on Thursday took part in a $35m series C round for US-based digital marketing technology developer Lytics.
Growth equity firm JMI Equity led the round, which included participation from venture capital firms Two Sigma Ventures, Rembrandt Venture Partners and Voyager Capital.
Lytics provides a platform that uses machine learning and natural language processing technology to enable brands to deliver personalised marketing efforts to customers based on their changing interests.
Two Sigma Ventures led the company’s $14m series B round in April 2018, investing alongside Comcast Ventures, Epic Ventures, Rembrandt Venture Partners and Voyager Capital.
Comcast Ventures previously led the company’s $7m series A round in 2014, which included Rembrandt and Voyager, both of which had backed Lytics’ $2.2m seed round a year earlier.
James McDermott, chief executive of Lytics, said: “Lytics is a transformational platform built to help strategic marketers navigate ever-evolving consumer behavior while providing actionable intelligence based on individual customer engagement with their brand.
“This investment and JMI’s partnership will accelerate our leadership position in the customer data platform market with a focus on removing the complexity marketers face in their everyday workflows.”