MUMBAI: Integrate, the multi-channel performance marketing technology and solutions provider, has closed an $11 million growth equity investment from Comcast Ventures and Liberty Global in another round of funding which has also seen participation from existing Integrate investor Foundry Group.
The Series B financing will help drive the next phase of product development and also get the company closer to their goal of connecting every channel of advertising into one unified platform.
Integrate addresses the reality that audiences are more fragmented and new media is becoming more measurable, effectively shifting the $280 billion advertising market from a disconnected-channel model to an interconnected-performance model. Integrate advertisers leverage ad optimisation and audience analysis data to plan, launch, track, analyse ROI and optimise performance-advertising campaigns across both online and offline channels.
"Today‘s successful advertisers need more than an outstanding creative approach. They need an integrated distribution strategy that places their messages in front of the right eyeballs on the right devices, combined with real-time attribution data that measures the full impact per channel," said Integrate co-founder Jeremy Bloom.
"We are extremely excited about Integrate‘s vision to become a leading, cross-channel marketplace for the purchase of performance-based advertising," said Sam Landman, principal, Comcast Ventures. "As advertisers shift more budget towards performance buys and as audiences become increasingly fragmented, Integrate is using technology to simplify process and optimise results for their customers."
Founded in 2010, Integrate has built a technology that automates ad serving, tracking and the attribution value for advertisers in a combination of online (mobile, display, email, social, digital video) and offline (telemarketing, television, print, radio, outdoor, billboard) channels to pursue, monitor and measure their advertising impacts.
"Integrate has been able to scale its business extremely rapidly since Foundry‘s initial funding of the business in late 2010. This rapid growth speaks to the market demand for a truly integrated platform through which marketers can manage and optimize all types of performance campaigns," said Foundry Group MD Seth Levine.
