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Video ad manager Adap.tv has raised $4.5 million in its latest funding round, according to an SEC filing. The startup initially was behind a platform that let publishers manage their online video ad inventory, but the company expanded earlier this year with the launch of a first-of-its-kind video ad exchange, pulling in Gannett (NYSE: GCI) and Publicis’ VivaKi, among others, as customers.
The new funding brings Adap.tv’s total backing to nearly $30 million. Investors include Spark Capital, Redpoint Venture and Gemini Israel Fund. A spokeswoman confirmed the new cash but did not provide additional details.