Visible Measures Advances, Conde Nast Owner Targets TV Ad Dollars For Social Video

Social video analytics firm Visible Measures this morning said it closed on a $13 million round of financing led by DAG Ventures, but also including Advance Publications, the owner of consumer magazine publisher Conde Nast, which publishes titles such as Wired, The New Yorker, Vanity Fair and Vogue, and related websites as well as Epicurious.com and reddit.com. Other backers in the round included existing investors: General Catalyst Partners, Mohr Davidow Ventures, and Northgate Capital.

Visible Measures, which has raised more than $45 million in financing to date, said the new round would be used to "accelerate the growth" of its platform for analyzing social video and advertising on it.

"Advance Publications, with their incredible breadth of media properties, will be an excellent partner to help us increase the scope of our offerings," stated Visible Measures CEO Brian Shin.

"We believe that the application of data and analytics will be the catalyst to shift billions of TV ad dollars online over time," added Andrew Siegel, senior vice president-strategy & corporate development at Advance Publications. "Visible Measures is uniquely positioned to deliver Google-style ROI measurement across the increasingly sought-after segment known as Earned Media."

In addition to expanding its platform, Visible Measures said it is increasing its sales force and support infrastructure to service, including its offices in New York, Chicago, Los Angeles, San Francisco, Detroit, and London, in addition to its headquarters in Boston.

Among the new hires it has made, are Google's previous head of sales and enterprise for Google Analytics, Paul Botto, who has been named general manager of analytics & senior vice president-business development at Visible Measures.

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