Visible Measures Snares $13M For Online Video Ad Metrics

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Visible Measures, a provider of measurement and analysis tools for social-video advertising, announced it has raised $13 million in fourth-round funding led by DAG Ventures with participation from Advance Publications.

The round brings the Boston-based company to more than $45 million in total financing to date from investors including General Catalyst Partners, Mohr Davidow Ventures and Northgate Capital.

"We believe that the application of data and analytics will be the catalyst to shift billions of TV ad dollars online over time," said Andrew Siegel, senior vice president of strategy and corporate development for Advance Publications, parent company of Conde Nast Publications. "Visible Measures is uniquely positioned to deliver Google-style ROI measurement across the increasingly sought-after segment known as 'earned media.'"

Visible Measures said its data set now includes performance metrics on more than 400 million videos and 300 million unique video viewers cross every month.

The company, founded in 2005, said it will increase its sales force and support infrastructure, and now has offices in New York, Chicago, Los Angeles, San Francisco, Detroit, and London.