Visible Measures, a Boston-based ad tech firm
that launched a demand-side platform (DSP) earlier this year, on Thursday announced it has closed a $7 million investment round with participation from General Catalyst Partners, Mohr Davidow
Ventures, DAG Ventures, Northgate Capital, Commonfund and Advance Publications.
Visible Measures’ DSP, called Fabric, is geared for video and native advertising. The
company, which positions itself as a content ad firm, recently plugged into
three native supply-side platforms (SSPs) for supply: TirpleLift, DistroScale and AdsNative.
Brian Shin, CEO and founder of Visible Measures, said in a statement that the company
will use the funding to continue investing in content advertising, including its programmatic platform.