Integrate, a multiplatform ad-optimization and audience analysis startup, closed an $11 million round of equity funding led by Comcast Ventures and Liberty Global.
Existing investor Foundry Group also participated in the round. Integrate, founded in 2010, has raised $15.5 million to date.
Integrate's technology automates ad serving, tracking and the "attribution value" for advertisers in a combination of online and offline (such as TV, print, radio, outdoor, billboard) channels. The company said it will use the new funding for product development to get closer to the goal of "connecting every channel of advertising into one unified platform."
"We are extremely excited about Integrate's vision to become a leading, cross-channel marketplace for the purchase of performance-based advertising," Comcast Ventures principal Sam Landman said in a statement. "As advertisers shift more budget towards performance buys and as audiences become increasingly fragmented, Integrate is using technology to simplify process and optimize results for their customers."
Jeremy Bloom, one of the founders of Integrate, is a former NFL player and Olympic skier and has been college football analyst for Fox Sports.
Advertisers "need an integrated distribution strategy that places their messages in front of the right eyeballs on the right devices, combined with real-time attribution data that measures the full impact per channel," Bloom said in announcing the funding.
Integrate has offices in San Francisco, New York, Scottsdale, Ariz., and Denver.