Search ad optimizer Trada has raised a $5.75 million third round led by Google (NSDQ: GOOG) Ventures. The Foundry Group, a previous backer, also participated in the round. The proceeds will go towards the Boulder, CO-based start-up’s international expansion, as well as helping it promote its services to ad agencies.
Even though Google’s appearance as the lead investor might suggest a greater emphasis on search, Trada wants to explore other areas of online advertising, such as display — a business that Google has been working on building up lately as well.
It’s not clear what sort of collaboration the two will be able to develop for display ads, but the two will likely be able to work together on strengthening existing relationships with ad agencies on search. Since opening its doors about two years ago, Trada, which raised a $2.2 million round in May, has aimed its wares at businesses and agencies spending between $5,000 and $50,000 per month in paid search.
It bills itself as the “first and only” crowdsourced paid search marketplace. In addition to Google, Trada runs ads on searches provided by Yahoo (NSDQ: YHOO) and Bing. Release