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Turn, one of the “demand-side platforms” (DSPs) that are becoming increasingly important to online advertising, just raised $20 million in new funding.
Advertising agencies use DSPs to centralize all their ad-buying across multiple ad exchanges and networks, usually with some degree of automated bidding and audience targeting. Not only are DSPs managing a big portion of online ad spending, but they’re reportedly a major factor behind the display advertising growth Google has seen.
When Turn launched its platform back in 2008, it emphasized the flexibility that it offers advertisers. When I asked the company via email how it stands out from the DSP crowd today, president and chief executive Bill Demas pointed to the high return on investment it offers advertisers, the breadth of its platform, and its transparency. He wrote:
As a Silicon Valley-based company, we offer a seamless, end-to-end integrated solution – in other words, we put the ‘P” in DSP. As a platform company, this comprises three areas: (1) an enterprise-class technology infrastructure for real-time bidding; (2) an algorithmically optimized data and media platform: it’s about the algorithms and not manual tricks; (3) intuitive self-service software empowering marketers to run their own campaigns.
Demas didn’t offer any specific details about Turn’s success so far, except to say that the company has consistently doubled its revenue every year.
Greenberg Associates led the current round, and all of Turn’s previous investors (Norwest Venture Partners, Trident Capital, Shasta Ventures and Focus Ventures) also participated. The Redwood City, Calif.-headquartered company has now raised $57 million.
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