Lotame, which targets advertising to social media users, has garnered $13 million in a Series B funding round led by Emergence Capital Partners. Other investors included Battery Ventures and Hillcrest Management.
The funding will be used for business development and ad technology enhancements.
Lotame is based in New York and operated by veterans of Advertising.com, reports AdWeek. Its strength lies in using social activity — commenting, "viral" video distribution — to identify influencers in a given demographic. With that information, it helps clients target users most likely to pass a campaign to friends, using time spent and engagement as its means of paid measurement.
The Lotame network is comprised of 20 sites boasting an audience of roughly 50 million users. It took $10 million in its Series A round.
