• by Ross Fadner , August 14, 2012

Visible Measures, a video analytics company that is also a video network, on Tuesday said it had raised $21.5 million in new funding, bringing its total funding to date to $65 million. The new funds will be used to expand the company’s video advertising platform.

DAG Ventures led the round, with participation from Advance Publications (which owns Condé Nast), General Catalyst Partners, Mohr Davidow Ventures, Northgate Capital and new investor Common Fund.

Visible Measures started in 2005 with a focus on video analytics. In 2011, it added an ad platform called Viewable Media. For brands that create videos that they want to go viral, Viewable Media promotes those videos across their network of publisher sites to defined audiences with the goal of having them viewed and shared. The ads appear as content on the publishers’ pages, and the advertisers are charged on a cost-per-view basis, meaning they are only charged when someone chooses to watch one of these ads. Visible Measures then splits the fee with the publisher.

The Boston-based company also helps brands measure the impact of that content using the data it collects, including statistics like “True Reach,” which measures a video’s reach across paid, owned and earned media. 

The company’s brand and agency customers include P&G, Ford, Goldman Sachs, Microsoft, Unilever, Starcom MediaVest Group, Zenith-Optimedia, GroupM and Omnicom.