Effective Measure Secures $4m Investment

In Australia, digital audience metrics company Effective Measure has secured a $4m investment, earmarked for the rollout of its services.

Effective Measure's solution uses proprietary technology to overcome issues with cookie deletion and unique visitor audience calculation, and the firm claims it is significantly more cost effective than current market research tools, as well as highly accurate.

The company, which has operations in Melbourne, Sydney, New York, London, Singapore and Dubai, also offers advanced reporting features, which can be analysed by market and category specific search engine keywords and phrases.

This Series A Round of equity funding has been led by Rho Ventures, whose Venture Partner David Carlick joins Effective Measure's Board of Directors. Carlick's past Board appointments include Ask Jeeves, DoubleClick, International Network Services and Intermix Media (MySpace).

'We are delighted to have venture capitalists of this caliber and depth to help us build the company,' stated Scott Julian, CEO and co-founder of Effective Measure. 'These new funds will enable us to extend our leadership position in audience measurement and deliver enhanced capabilities to web publishers and advertisers alike.'

Web site: www.effectivemeasure.com .