RadiumOne, an ad network that targets ads around users’ social graph, has closed a $21 million second round funding to support its international expansion plans and its acquisition strategy. The move comes amid a number of M&A and funding deals around targeting consumers based on their social connections.
The San Francisco company’s funding round led by Crosslink Capital. DFJ Esprit also participated in the round along with previous investors Adams Street Partners and Trinity Ventures, bringing total funding to $33.5 million.
As behavioral targeting still proves popular, but fraught with some risks from regulation and general imprecisions, more companies are positioning themselves to ride the wave of social networking.
In February, a similar company, online ad measurement and targeting firm Mindset, was bought by social content sharing and IM platform Meebo, which had raised a $25 million round last fall.
Just before the end of the year, Media6Degrees, which is one of the more established social media ad firms, raised a large $17 million funding, is also likely to begin making some acquisitions.
RadiumOne, which says it reached profitability in Q4, has mostly been looking overseas. It recently opened a UK office, and in the coming months, will be launching in continental Europe and Asia Pacific.