Ad inventory optimizer AdMeld has raised a $15 million third round as it expects to attract more publishers making the move to online ad exchanges. With this round, AdMeld has raised a total of $30 million since opening its doors almost three years ago. The round was led by Norwest Venture Partners, with Time Warner (NYSE: TWX) Investments also participating. They were joined by New York-based AdMeld’s previous backers, Spark Capital and Foundry Group.
AdMeld says the new funding will help it meet growing demands of publishers. It’s hard not to doubt that publishers are increasingly interested in getting help managing their inventory and protecting their pricing as the use of real-time bidding and ad exchanges becomes part of the regular online ad marketplace. As the rise of ad networks led to the introduction of demand-side platforms (DSPs), at the opposite end, supply-side platforms, as AdMeld, along with Rubicon Project and PubMatic, have come to be known.
Supply-side platforms (SSPs) have existed in other forms. Previously known by the even more opaque term