Visible Measures Lands Another $10M

Written by Ryan Lawler

Thursday, March 26. 2009 at 02:00 PM EDT Post a comment

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Video measurement firm Visible Measures Corp. has added to its war chest, raising an additional $10 million in a Series C round of financing led by Northgate Capital LLC.

Existing investors General Catalyst Partners and Mohr Davidow Ventures also participated in the round. With this financing, Visible Measures has raised more than $29 million in total.

Visible Measures CEO Brian Shin says that his company didn't need to raise money, but saw the financing as an opportunity to grow the company a little bit faster. The company has about 40 employees now, but Shin says that Visible Measures will continue to be conservative in growing its headcount.

"We're not going out and buying buildings or anything," Shin says. 

According to Shin, the company has seen good revenue traction while signing up large media publishers to help them understand how to best monetize their video assets. The company also helps large advertisers and agencies to monitor and increase their return on investment.

Unlike other measurement firms, which track how users interact with video assets on publisher sites, Shin says Visible Measures was built to handle the way viewers consume video today -- which is to say, the company was built to be able to identify and monitor how video assets are viewed across across multiple sites.

"We believe video was not meant to be consumed in any one location, so we built our measurement tools for that use case," Shin says.