US-based social video analytics provider Visible Measures (VM) has raised $7m from a consortium including media company Advance Publications.
Other investors in the round included venture capital firms General Catalyst Partners, Mohr Davidow Ventures, DAG Ventures, Northgate Capital and Commonfund.
The latest round of investment brings VM’s total venture funding to more than $70m. The company’s last funding came in an August 2012 series E round, in which Advance Publications helped VM raise $21.5m.
Dharmesh Shah, founder of sales and marketing software producer HubSpot, is also among VM’s earlier investors, providing $800,000 in seed funding for the business in 2006.
Brian Shin, VM’s chief executive, said: “This funding enables us to continue pushing the boundaries of the emerging content advertising category, which combines critical aspects of content marketing, programmatic advertising, and marketing automation to deliver maximum brand advertising effectiveness for marketers.”