US-based media groups Comcast and Liberty Global have helped US-based performance marketing company Integrate raise $11m.
Comcast Ventures, the corporate venturing unit of the media company, and Liberty Global were joined in the series B round by returning Integrate backer, Foundry Group, a venture capital firm.
Sam Landman, principal at Comcast Ventures, said: "We are extremely excited about Integrate’s vision to become a leading, cross-channel marketplace for the purchase of performance-based advertising. As advertisers shift more budget towards performance buys and as audiences become increasingly fragmented, Integrate is using technology to simplify process and optimize results for their customers."
Bruce Dines, vice president of Liberty Global Ventures, said: "As the largest international cable operator, we see great potential in performance-based campaigns to provide us with more visibility and accountability in our marketing spend than traditional forms of advertising. We view Integrate as a value-add platform that can assist us in managing the complexity of multiple performance- based campaigns, while providing us with hard data regarding the performance of those campaigns."
Integrate was founded in 2010. In December that year it raised $4.25m from Foundry Group.