US-based online advertising optimisation platform GraphScience has been acquired by advertising technology company Centro for an undisclosed amount, enabling consumer products company Grace Beauty to exit, TechCrunch reported on Thursday.
Founded in 2010, GraphScience has developed an advertising platform that enables companies to target consumers on social media platform Facebook through personalised adverts.
The company secured $1.2m in funding in November 2014, according to a regulatory filing, and an additional $2m in series A capital in 2012 co-led by EchoVC Partners and Raptor Ventures.
In 2010, Zig Capital and Ted Serbinski co-led a $180,000 seed round for GraphScience that also featured Eghosa Omoigui.
Grace Beauty’s corporate venturing unit, Grace Beauty Capital, is also an investor in GraphScience, according to the former’s website, though details of its funding have not been disclosed.
GraphScience’s technology will be integrated into Centro’s offering and all 10 of its full-time staff will join the company.
The deal follows the $30m series B round raised by Centro in May 2015 from Neuberger Berman Private Equity Funds. The funding was secured primarily to fund the acquisition of startups.