Lotame is an advertising platform for social media and networks, with a targeting technology that it calls “Crowd Control”.

The company says that it is “capturing previously unavailable data based on engagement,” and feeding it back to advertisers and publishers to increase ROI. Such behavioral targeting is increasingly becoming a buzz-word as publishers look beyond traditional analytics data to find ways to monetize better.

The specific amount of funding was undisclosed, although Lotame called it a “multi-million dollar” round, led by Battery Ventures and with participation from Hillcrest Management and Betaworks. (Update:PaidContent reports that the round was probably around $10 million.) It was the first investment into the New York-based company.