Peter Kafka

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FTV, Elevation Put $38 Million Into Advertising Dashboard MarketShare

times square shutterstockAd spending is growing slowly, but there’s a steady increase of platforms that want those ad dollars — remember when Twitter didn’t want your ad dollars?

That complexity is good for MarketShare, which bills itself as “the industry’s leading cross-media predictive analytics firm.”

In English, that means the company sells software to advertisers that helps them figure how much money they should be spending on campaigns, and where to put those dollars; this year it says it will help direct $50 billion in spending.

Now MarketShare has more money for itself: It has closed a $38 million round led by FTV Capital; earlier investors, including Elevation Partners, who had previously put $32 million into the L.A.-based company, are also in.

Co-CEO Wes Nichols says he’ll use the money on R&D and tech, as well as expansion in Europe and Asia; some of the case may also go into acquisitions, he says.

(Image courtesy of S.Borisov / Shutterstock.com)


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Another gadget you don’t really need. Will not work once you get it home. New model out in 4 weeks. Battery life is too short to be of any use.

— From the fact sheet for a fake product entitled Useless Plasticbox 1.2 (an actual empty plastic box) placed in L.A.-area Best Buy stores by an artist called Plastic Jesus