Effective Measure, an Australian startup that makes audience measurement technology largely used on the other side of the world, has announced a $4 million round of funding from Rho Ventures.
"These new funds will enable us to extend our leadership position in audience measurement and deliver enhanced capabilities to Web publishers and advertisers," CEO Scott Julian wrote in a prepared statement. Rho partner David Carlick will join Effective Measure's board of directors.
The company's clients include General Motors and Emirates Group.
"We are excited to be involved with this talented team, in this emerging set of markets," said Mr. Carlick. "The global online advertising business is growing rapidly and Effective Measure is going to provide increasing validation and momentum for that growth in the markets we serve. This investment is part of a broader continuing effort at Rho to support emerging startups in the new media space."