Ad targeter Lotame has raised $11 million in its latest round of funding. The startup’s main product, Crowd Control, collects audience data and breaks it down based on the demographics and online behavior of users, providing that information to ad agencies and advertisers who use it to better target their ads.
The company says it will use the new cash in part to build a “platform sales group to address growing publisher demand.” AdAge describes that effort in its write-up as a way for “web publishers to sell audiences outside of their own site,” describing how, for instance, a sports site could buy an audience from a movie site and then package it together in order to sell ads to someone looking to advertise a sports movie.
Lotame has hired several new sales executives to lead the group, including Comcast Interactive Media (NSDQ: CMCSA) sales executive Bruce Budkofsky as VP of platform sales and services, and Metacafe sales executive Andrew Bradway as director of platform recruitment.
The new funding round was led by Emergence Capital, which also led the company’s second round 15 months ago. All of its existing backers, including Battery Ventures, Hillcrest Management and Pinnacle Ventures, also participated. To date, Lotame’s backers have now put $36 million into the company.
Here’s the company’s video describing Crowd Control: