ExtendTV, which helps TV stations sell digital programmatic advertising to local businesses, has secured additional funding and is changing its name to ZypMedia.
Sinclair Broadcast Group led the $4.4 million round of Series B funding. Sinclair also signed a long-term deal to work with ZypMedia in all of the 79 markets in which it runs stations. Sinclair had been conducting tests with ExtendTV in three markets.
ZypMedia plans to use the funding to expand its business nationwide, according to founder Mark Goldman.
Goldman said the new name was needed in part because the company was expanding its digital offerings to all online advertising from just video.
For more, please see this story at B&C.