Online advertising marketplace and management platform Traffiq has scored $10 million in funding from Grotech Ventures, Greenhill SAVP and Court Square Ventures.

The funding supports the company’s vision that “the online ad buying process needs to change,” Mark Kahn, Traffiq CEO, said in a statement. “At present, many agencies and advertisers have no control over the placement of their ads, and many publishers have high-value inventory that is going unsold. The online ad world needs a platform that addresses this disconnect between agencies, advertisers and publishers.”

Havas Digital partnered with Traffiq in July as a way to help its clients plan and execute ad transactions. The agency will use the Traffiq platform to meet the buying, reporting, negotiation and campaign optimization needs of its “blue chip” customer base from its offices in New York, Boston and Chicago, according to the companies.

Traffiq calls itself an “end-to-end advertising management platform,” which gives buyers direct access to the entire spectrum of publishers, with complete transparency, access and control over the planning, negotiating and buying processes. It claims there are millions of dollars of campaign demand and billions of impressions currently available on the Traffiq platform, provided by thousands of publishers and aggregators such as WhitePages.com, Scripps Network, Shopzilla, PriceGrabber and ContextWeb.