Yieldbot, a US-based advertising analytics software provider backed by ad agency KBS, raised $35m yesterday in a series C round led by investment firm Staley Capital.
The round also featured all the company’s existing investors, including RRE Ventures, New Atlantic Ventures, SJF Ventures, City National Bank and Converge Venture Partners.
Yieldbot’s platform uses machine learning to assess and score the active motivation of consumers so brands can target them with relevant ads. It will use the funding to increase its sales and marketing efforts and will also consider strategic acquisitions.
Jonathan Mendez, CEO of Yieldbot, said: “This new capital gives us additional resources to continue innovating with first-party data for brands and premium publishers through the expansion of our real-time marketplace and using our technology to increase the value of digital media for all participants; publishers, brands and most of all consumers.”
The round takes Yieldbot’s overall equity funding to approximately $63m in total, and follows an $18m series B round in 2014 that included SJF Ventures, City National Bank, RRE Ventures, NAV Ventures and Common Angels.
KBS+ Ventures, the strategic investment arm of KBS, participated in the company’s $4.2m series A round in 2012 before returning for its $5m series A-1 round the following year.