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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The problem with the Billionaire Savior phase of the newspaper collapse has always been that billionaires don’t tend to like the kind of authority-questioning journalism that upsets the status quo.

— Ryan Chittum, writing in the Columbia Journalism Review about the promise of Pierre Omidyar’s new media venture with Glenn Greenwald