WideOrbit, developer of software that manages advertising sales, traffic and billing functions, nabbed $9.5 million in the first tranche of a fourth round of funding that the company hopes will close at $10.3 million. The round was led by Mayfield Ventures and included existing backers Khosla Ventures, Greycroft partners and Hearst Ventures.

The San Francisco-based startup has raised $30 million to date, reports StartupWire. Its last round of funding, which brought in $14.5 million, was in February. Its software systems work with advertising spanning television, online and radio.