Visible Measures, a third-party online media measurement solution for advertisers and publishers, has secured $7.7 million in an open-ended financing round, according to an SEC filing. We’ve learned that the round was led by DAG Ventures, with participation from Northgate Capital and General Catalyst Partners. The newest round brings the company’s total funding to $37 million.
Visible Measures offers a platform through which advertisers can measure the effectiveness of a digital ad campaign, and provides an in-depth look into how how online viewers interact with video content and how that content spreads across the Web.
In April, the company launched Viewable Media, a video ad network that allows advertisers to buy user-initiated views in social video, allowing it to both drive and measure user-initiated views as well as the impact of the publicity it receives through promotional efforts.
Viewable Media is powered by its Viral Reach Database and Video Metrics Engine, which fuel the Ad Age Viral Video Chart and the Variety Top 10 Online Film Trailers Chart, among others.
Customers of Visible Measures include MTV, AOL Video and YouTube, among others.