• by Tyler Loechner  @mp_tyler, January 20, 2015

Ad tech firm Taykey on Tuesday announced it has received $15 million in new funding from Innovation Endeavors, Google executive chairman Eric Schmidt’s venture arm, MSR Capital and Taykey’s current investors, including SoftBank Capital, Sequoia Capital, Marker LLC and Tenaya Capital.

The company will use the money to broaden the application of its “trend-based” marketing technology.

Taykey’s current platform allows marketers to programmatically target audiences against certain trends (i.e. what’s “trending” for men 18-34). With the new funding, Taykey is rolling out a new platform focused on analytics and audience insights.

Put another way: the new platform is Taykey’s media planning supplement to its existing media buying platform.

“As we have progressed, we have learned that these trends have applications far beyond advertising,” stated Amit Avner, CEO and founder of Taykey. “Understanding the trends that your target audience is following can inform everything from social media strategy to product design.”