• by Tyler Loechner  @mp_tyler, April 8, 2015

Pixability, a programmatic video ad platform, on Wednesday announced it has closed an $18 million Series C round of funding. The round was led by Jump Capital and Edison Partners.

All existing investors, including Point Judith Capital and Quad Graphics, also participated in the round, per a release. A Pixability representative claimed it was an “oversubscribed” round, meaning the company raised more funding than anticipated, as more investors wanted to participate.

Pixability has now raised a total of $28 million.

The company -- which counts PUMA, L’Oreal USA, Viacom, Publicis Groupe, Mindshare and others as clients -- intends to use the funding on its video ad-buying technology and international sales, partnerships and business development efforts.

“Budget allocation is shifting from TV to online media at a nonlinear pace,” stated Sach Chitnis, managing partner at Jump Capital, which he attributes to “consumption and engagement patterns, coupled with the rise of mobile.”