A published report identified part of the venture-capital group that made a $25 million investment in erinMedia.
According to a report in BusinessWeek, Spark Capital led the group of backers that provided the potential rival to Nielsen Media Research in the TV-ratings business with the cash infusion.
Spark also granted $8 million in series-A funding to Next New Networks, the CEO of which is former MTV Networks vice chairman Herb Scannell.
A division of Publicis Media Groupe, owner of ad agency Saatchi & Saatchi, was also part of the group, Spark partner Todd Dagres told BusinessWeek, adding that the other companies included a major TV network and a major automotive advertiser, neither one of which was identified.
erinMedia, which has an antitrust suit pending against Nielsen, has received various patents for its technology to track audience viewership from set-top boxes.