Ad Network Rocket Fuel has raised $2.85 million in new funding, according to an SEC filing; the company tells us that the round was led by existing investor Mohr Davidow Ventures, with participation from other backers and company executives. Rocket Fuel’s ad network is aimed at premium brand marketers. Its pitch is that it’s unlike other ad networks in that it doesn’t “shoehorn advertisers into pre-determined audiences” and instead uses its automated targeting technology to identify “top performing segments for each individual campaign.”
Funds will be used to “continue building corporate infrastructure, scaling operations to service ongoing business growth and building an engineering team to develop our proprietary technology platform.” The official announcement is expected next week. The company had previously raised $6.8 million in a first round.