Visible Measures, the US-based analytics and advertising platform for social video, closed its series D funding round yesterday, having raised $13m from investors including the US-based media corporation Advance Publications.
The round was led by venture capital partnership DAG Ventures, while other investors included venture capital firms General Catalyst Partners, Mohr Davidow Ventures, and Northgate Capital, in which India-based conglomerate Religare owns a minority stake.
The round marks the first direct corporate investment in Visible Measures, and follows a $7.7m round backed by DAG, Northgate and General Catalyst, in April. The latest round takes Visible Measures’ overall funding past the $45m mark since it was founded in 2005.
Andrew Siegel, senior vice president of strategy and corporte development at Advance Publications, said: "The application of data and analytics will be the catalyst to shift billions of TV ad dollars online over time. Visible Measures is uniquely positioned to deliver Google-style [return-on-investment] measurement across the increasingly sought after segment known as ‘earned media’."
Visible Measures powers social video analytics for several of the web’s largest video publishers including Google (Youtube), Microsoft, Yahoo! and Warner Brothers. The capital will be used to accelerate the growth of Visible Measures’ social video platform.