Collective, a US-based advertising technology developer whose backers include consumer electronics conglomerate Samsung, raised $34m yesterday in a funding round led by investment manager Columbia Partners.
Venture capital firms Accel Partners, Greycroft Partners and iNovia Capital also took part in the round.
Founded in 2006, Collective has created an enterprise advertising hub named Visto that integrates with various tools used by sales staff, such as exchanges and supply-side platforms, to enable the management, tracking and optimisation of campaigns from a single interface.
The money will go towards the further development and expansion of Visto. The company has raised $78.9m in equity funding to date, in addition to $30m in debt financing secured in 2013.
Cox Media, the digital media and marketing subsidiary of conglomerate Cox Enterprises, led a $20m funding round at the same time that Collective received the debt financing in 2013. Samsung’s investment unit, Samsung Ventures, and Accel also contributed capital to that round.