MyThings picks up $15M to improve display ads

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Advertising startup MyThings has closed a new $15 million round to improve its display ad technology in the European market, the company revealed to VentureBeat today.

MyThings personalizes over a billion banners per month, generating an over 150 percent performance increase compared to the retargeting industry standard, the company claims. It’s “retargeting” technology uses non-personal data from a website’s visitors to display relevant products in real-time. The company’s clients include European online retailers such as SDG group (Littlewoods, Very), Zalando, PriceMinister, Orange, Vodafone, Telecom Italia, Carphone Warehouse, and Microsoft Store.

The startup will use the new capital to fuel growth across Europe as well as expand into markets around the world, including Asia and the U.S. MyThings will also use the funding to improve its display ad technology.

The new round was led by Iris Capital, the manager of the Orange-Publicis Venture (OPV) Fund with participation by Accel Partners, Carmel Ventures and T-Venture. Having two of the U.K.’s largest telecommunications companies (Orange and Deutsche Telekom) as financial partners will help MyThings succeed, said MyThings CEO Benny Arbel in an interview with VentureBeat.

“We’ve been working with Orange as a client for a year now, so they were very familiar with our technology and performance,” Arbel said. “Obviously there’s a lot of synergy with both Orange as a media network.” MyThings is in discussion to implement its technology on their ad network, which would be a huge boost to the company.

Founded in 2005, the London-based startup has a total of $22 million in funding to date.

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