Visible Measures, a US-based video ad platform, has secured a growth round of $21.5 million to develop its video advertising business. Visible Measures had traditionally focused on both buy and sell-side analytics since 2005, but last year it launched its own ad platform, Viewable Media, that presents video advertising as content on publisher sites while using the company’s datasets to optimize performance.
The round was led by DAG Ventures with strong participation from existing investors Advance Publications, Inc., owners of Condé Nast, General Catalyst Partners, Mohr Davidow Ventures, Northgate Capital, and new investor Commonfund. Visible Measures say the new funding will be used to accelerate growth.
Visible Measures are currently working with major brands such as P&G, Ford, Goldman Sachs, Microsoft, and Unilever, as well as media agencies such as Starcom MediaVest Group, Zenith-Optimedia, GroupM, and Omnicom. On the sell-side, Visible Measures works with hundreds of publishers monetize their content with ‘choice-based video advertising’, including premium publishers such as Condé Nast, Rodale, Kiplinger, RealClearPolitics and Deca.