• by Alex Weprin , September 27, 2018

The TV ad measurement platform iSpot has raised $30 million in a Series C funding round, the company says.

Existing backers Madrona Venture Group and Insight Venture Partners are leading the round. The company has now raised nearly $58 million since launching in 2012.

The company uses datasets from smart TV devices to measure ad impressions and outcomes on behalf of brands and marketers. 

As advertisers increasingly seek more granular data and targeting, they are looking at new measurement companies such as iSpot to supplement the major players in video measurement, such as Nielsen.

Sean Muller, iSpot’s founder and CEO, told Variety the new funding will expand hiring across the business, including engineering, data science, product, sales and marketing.