US-based advertising technology provider Integral Ad Science attracted $67m in debt and equity on Friday from investors including Sapphire Ventures, the venture capital firm spun out of software producer SAP.
Sapphire led the $27m series E equity portion of the round, which also included Cross Creek Advisors, August Capital, Pelion Venture Partners and Atlas Venture. Silicon Valley Bank concurrently provided Integral with a $40m credit facility.
Founded in 2009, Integral operates a media valuation platform that analyses the quality of content and assigns it a score.
Advertisers use that score to identify if a campaign will target the correct audience and provide a good return, while content producers can use the same score to improve the quality of their media in order to attract premium advertisers.
Integral had previously raised approximately $49.8m, with its past funding coming from Atlas, August, Pelion Coriolis Ventures and Founder Collective.
Nino Marakovic, CEO and managing director of Sapphire Ventures, is set to join Integral’s board in conjunction with the funding. He said: “In today’s digital age, the problem is not only attribution of ad spend, but also the quality of each impression.
“Integral Ad Science is the clear global leader across all digital channels at tackling this problem, and is in a unique position to influence how ads are bought and sold. With a promising future, Integral is a strong addition to the Sapphire Ventures portfolio.”