• by Tobi Elkin  @tobielkin, November 1, 2016

Ad-tech firm Spongecell on Monday announced it raised a $10.5 million funding round, comprised of debt and equity financing from Safeguard Scientifics and Pivotal Capital, that will enable it to bring creative and media closer together. The firm’s Creative Management Platform enables brand advertisers to create personalized ad experiences at scale and is also a provider of data integrations, decisioning, and workflow tools for advertisers and their agencies.

The company said it hopes to use the funding to help it implement dynamic creative optimization in the programmatic arena. Spongecell will also use the money for research and development, product engineering, and growing penetration of its self-serve platform among brand marketers and agencies.