Tapad, a cross-screen marketing technology provider, on Wednesday announced it has closed an $18.5 million Series B-2 round of funding. The round was led by Blue Cloud Ventures, a new investor.
Others participants included Avalon Ventures, FirstMark Capital, G&H Partners, KnightEnterprise Fund, LLC, Silicon Valley Bank and Zanadu Capital Partners LP, per a release.
The company says it will use a portion of the funding to expand its licensing business. The company is currently licensing its cross-screen “Device Graph” technology -- which matches consumers to devices with a high degree of accuracy — to a number of marketing tech companies, including Oracle's Datalogix, Magnetic and Nielsen's eXelate, per a release.
Taped also notes in the release that it plans to add measurement from a new screen to its product: linear TV.
“Bringing additional products such as a linear TV measurement solution to the mix is a natural extension of our product lineup,” stated Are Traasdahl, CEO and founder of tapped. “At the same time, demands from data partners have increased … and we recognize the need to further our licensing offering, here and abroad.”