logo_akAggregate Knowledge, developer of a platform that analyzes the performance of online display ads in real time and allows marketers to easily tweak their content to better target certain audiences, has brought in $9 million in a third round of venture funding led by OVP Venture Partners.

Based in San Mateo, Calif., the company employs algorithms based on machine-learning to parse massive volumes of data about what people are looking for and buying online. This allows it to give both brands and web publishers the insights they need to better tailor their campaigns. Aggregate says it will use its new funding to fine tune its product, making it even more helpful for advertising agencies.

The emphasis on display ad analytics is actually a bond new move for Aggregate, which previously focused on providing recommendation engines to e-commerce sites. It provided tools to consumers on these sites that would tell them what other products they might want to buy based on previous purchases (a sort of recommendation engine). In that space, it competed with the likes of StrandsLoomia, and of course Amazon. Now it finds itself in the same company as AdReadyAdXposeAdometry and Mpire.

Aggregate Knowledge shifted course last July when it launched its Audience Discovery Engine for display advertising, allowing its customers to track which ad campaigns are working with which demographics and why.

The company has now raised $34.5 million to date. Kleiner Perkins Caufield & Byers and DAG Ventures also participated in the recent round. In the past, it has taken funds from First Round Capital and NetService Ventures as well. It has 26 employees.