Visible Technologies, a service that lets companies follow what’s being said about them across the web, has brought in $6 million in a third round of funding. This bumps its total capital raised to $18 million since its founding in 2003. Based in Bellevue, Wash., the company’s investors include Ignition Partners and WPP Group. Two other companies, BuzzLogic and BuzzMetrics do roughly the same thing, reports paidContent.

Its two main products, TruCast and TruView, monitor blogs, social media sites and search engines for any mention of its clients’ brands. That way, these companies can respond or adapt to consumer attitudes more easily.