B2B Targeting and Personalization platform Demandbase raises US $15 million

What: Demandbase, Inc., has closed a US $15 million round of equity financing, led by Greenspring Associates with full participation by existing investors.
Why it matters: This financing will help accelerate the growth of the company’s advertising solutions and fund additional innovations scheduled for release in 2014. B2B Targeting and cloud-based personalization services are in great demand.

demandbaseDemandbase, Inc., the B2B targeting and Personalization Company, has wrapped up a US $15 million round of equity financing. Greenspring Associates, a global venture with nearly US $3 billion in committed capital, led the round.

Existing investors such as Scale Venture Partners, SigmaWest, Altos Ventures, Costanoa Ventures and Adobe Systems also participated in the investment.

The investment will help accelerate the growth of the company’s advertising solutions and fund additional innovations scheduled for release in 2014. In 2013, web interactions´ volume managed by Demandbase’s cloud-based platform nearly tripled to more than 10 billion through connectors into more than 30 leading marketing solutions, including technologies from Adobe, Salesforce, Oracle and Marketo. The company’s advertising grew at even a faster pace, scaling to more than five billion impressions per day with integrations to public advertising exchanges including Google, Microsoft, Facebook and multiple private exchanges.

Demandbase’s platform makes it possible for B2B marketers to serve ads to business audiences and target accounts across the web and then personalize experiences in real-time on their website, connecting the off-site and on-site experience.

Real-time bidding (RTB) display ad spending has become a US $4 billion dollar market in just a few years, but it had lacked a B2B solution.

“Few companies innovate at the pace of Demandbase and we believe they will be the marketing platform company to drive the convergence of adtech and marketing tech sectors,” said John Avirett, Partner, Greenspring Associates.

“Real-time bidding (RTB) display ad spending has become a US $4 billion dollar market in just a few years, but it had lacked a B2B solution,” said Chris Golec, CEO of Demandbase. "The Demandbase platform fills this void, and the new funding will help us accelerate innovation, grow our proprietary data assets, and extend our competitive advantage,”he added.

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