Metamarkets, a startup that helps media companies price ads, raised $2.5 million in funding in a round led by IA Capital Partners.
The company analyzes prices for online ads on mobile and regular websites for media companies in real-time. It started in alpha with five data contributors last fall.
Other investors include Village Ventures, True Ventures, Founder Collective, Mike Maples, Stan Shuman, AOL Ventures, Jim Pallotta, Josh Stylman, Peter Hershberg, and Dennis Crowley, according to a report in TechCrunch.
Metamarkets' founders include David Soloff, who was the lead architect at ad startup Rapt, which was later acquired by Microsoft. Before that, he was an analyst evaluating multi-asset strategies for three large Wall Street banks. Metamarkets' chief technology officer, Michael Driscoll, founded data consultancy Dataspora and an online retailer CustomInk.