Visible Measures positions itself as the leader in the emerging Content Advertising category, offering an end-to-end solution to capture consumer attention programmatically through video and native media. Its flagship demand-side platform, Fabric SM, connects brands’ content advertising with audiences in contextually relevant environments and has been enhanced to integrate with leading native platforms. Fabric’s integrations (including TripleLift, DistroScale, and AdsNative) expand the company’s offering from video-focused attention metrics to real-time buying and optimization of native and video media across devices and thousands of premium publishers. Visible Measures works with hundreds of global brands, agencies, trading desks, and publisher clients, including Procter & Gamble, Unilever, Nestlé, VivaKi, and Condé Nast. The company says it will use the new funding to continue pushing the boundaries of Content Advertising and to programmatically leverage video and native advertiser content for marketers. Public statements emphasize its role combining content marketing, programmatic advertising, and marketing automation to improve brand advertising effectiveness. Visible Measures is a video analytics and advertising company that launched in 2005 focused initially on analytics and later added its Viewable Media ad platform. CEO Brian Shin describes the company as a combination of Google Analytics and Google AdSense for video. Viewable Media is positioned to promote advertiser videos optimized for earned media by delivering content in the right context and to the right audience so videos are viewed and shared. The company’s data powers charts like Ad Age’s top viral videos and includes metrics such as a video’s “True Reach” across paid, owned, and earned media. Customers include brand clients P&G, Ford, Goldman Sachs, Microsoft, and Unilever, and agency clients such as Starcom MediaVest Group, Zenith-Optimedia, GroupM, and Omnicom. Visible Measures reported revenue grew 500% last year and is on-track to grow 300% this year. Visible Measures is an analytics and advertising platform for social video that provides large web properties with visibility into the performance of paid and earned media placements and engagement in social video. Led by founder and CEO Brian Shin, the Boston, MA-based company supplies sites including Google, Microsoft, Yahoo!, AOL, Warner Bros., PBS, and hundreds of others. Its video dataset includes performance data on over 400 million videos and the platform reaches over 300 million unique video viewers each month. The company has raised over $45M in total financing to date and recently secured $13M in a Series D. Visible Measures plans to use the new capital to accelerate development of its patented social video analytics and advertising platform, increase its sales force, and expand support infrastructure to service its growing client base. The company also maintains offices in New York, Chicago, Los Angeles, San Francisco, Detroit, and London. Visible Measures provides tracking and measurement tools that let ad agencies and large video publishers monitor viewership and engagement for videos across the Web. Ad agencies use its platform to measure the effectiveness of specific video ad campaigns, while publishers can identify which videos are being played and shared most. The company is tracking more than 200 million different online videos and video ads and says it measures the equivalent of 100 years' worth of collective online video viewing consumption each day. It is working to bring the types of metrics normally associated with direct response ads to brand-awareness measurement. Visible Measures recently closed a $10 million Series C led by Northgate Capital, with existing investors Mohr Davidow and General Catalyst participating. The round brings the company's total capital raised since launch to $29 million, and its prior raise was in January 2008. Visible Measures develops audience-behavior measurement software that captures plays, pauses, rewinds and "email-to-a-friend" clicks to quantify how users engage with web video. The company is launching this data-collection software at the DEMO conference to help video publishers demonstrate engagement to advertisers. By providing granular engagement metrics, Visible Measures aims to enable sites to negotiate higher advertising rates. The product focuses on per-viewer interaction data rather than just play counts. Financially, the company announced a new Series B financing alongside the software release. Visible Measures previously raised a $5 million Series A in March 2007 led by General Catalyst. The company is based in Boston.

Total raised

$65M

Funding rounds

5

Latest round

Equity

Latest activity

Oct 2014