Survata Funding to Fuel Ad Measurement Expansion

DIY research and ad measurement company Survata has secured $14 million in Series B funding, which it will use to further develop its ad measurement suite.

The round was led by Conductive Ventures and joined by Industry Ventures, with contributions from five existing investment firms, plus an array of individuals including former LiveRamp CEO Auren Hoffman; Vizu co-founder and former CEO Dan Beltramo; and Eric Roza, former CEO of Datalogix and Jonah Goodhart, co-founder and CEO of Moat (both recently acquired by Oracle).

Carey Lai from Conductive Ventures will join Survata's Board of Directors, and comments: 'In Survata, we saw a compelling value prop for marketers, driven by powerful industry trends, with clear market adoption... Major change continues to affect the marketing and advertising landscape where brands are increasingly careful about their spends. This means the time is right for a modern measurement platform like Survata to emerge'.

Founded in 2012 by childhood friends and University of Notre Dame alumni Aaron Wenger and Chris Kelly, Survata began offering 'Survey Walls' as a means of accessing online content, and has evolved its offering with launches including niche audience service Segment Surveys and last year - via a partnership with DMP firm Lotame, a solution called Segment Validation which is billed as a 'universal ratings currency' for the digital advertising sector. In response to demand for accurate digital ad measurement, it has
developed a full suite of ad measurement applications, with products for brand lift, audience validation and audience creation, and says it now has around fifty customers for these.

Kelly (pictured) comments: 'when brands and agencies started using our platform to achieve the Holy Grail of brand advertising - measuring the branding impact of ad dollars in real-time - knew the time was right to accelerate. This funding from such well-respected VCs and visionary leaders not only validates our vision and direction, it also allows us to fuel further and faster innovation on the Survata platform'.

The company is headquartered in San Francisco and online at www.survata.com .