Deals

Mpire becomes Adxpose and lands $3M for verifying online ads

Mpire, a company that helps to verify, optimize and measure online display advertising, today announced a third round of funding for $3 million to support the company’s growth. The company also decided to change its official name to its main product, Adxpose.

Adxpose helps advertisers and publishers gain more control of their online ads. For advertisers, the tool tracks specifics like where ads land and how users interact with them. The tool also gives content publishers control over things like placement, reporting and protection from fraud.

The company also announced several changes to its leadership, including former president and chief revenue officer Kirby Winfield to chief executive, and former senior vice president of strategic development Ryan Polley to chief operator. Winfield will also join the company’s board of directors.

Several competitors offer similar services, including DoubleVerify and Adsafe Media.

The Seattle-based company, founded in 2005, claims to have had a good 2010 with a 150% quarter-by-quarter increase in revenue and impressions optimized, according to a company announcement.

The latest round of funding was led by previous investor Draper Fisher Jurvetson and included Ignition Partners.

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