Ad networks will have a raison d’etre as long as publishers keep churning out more content than they can sell ads against on their own — which is why VCs keep investing in networks like Glam Media and network optimizing firms like Pubmatic. The latest spate of investments include Collective Media and the Rubicon Project; it’s worth noting that both have proprietary targeting and inventory management platforms, since technology is what helps smaller players differentiate themselves from bigger networks like AOL’s Platform-A (NYSE: TWX) and Yahoo.
New York-based ad net Collective Media has picked up $20 million in a second round of funding. New investor Accel Partners led the round (Accel previously backed Glam and mobile ad network AdMob), with participation from iNovia Capital; the amount of its first round was undisclosed. The company will use the money for tech development, international expansion and possible acquisitions: Collective acquired ad targeting tech firm Personifi last June.
Meanwhile, the Rubicon Project has added $13 million in what it is calling a follow-on round of funding; Silicon Valley Bank led the investment with $8 million in venture debt. Previous backers Clearstone Venture Partners, Mayfield Fund and IDG Ventures Asia supplied the remainder, bringing the L.A.-based ad network optimization firm’s total raise to $33 million (including a $15 million second round last January). The startup also plans to use the money for R&D, overseas expansion and acquisitions.
Photo Credit: borman818
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