Unified, a social marketing and analytics startup has raised $30 million in Series B round of funding led by iHeartMedia along with Advance Publications, Upfront Ventures and Foundry Group. Apart from the funding, it also raised $10 million credit facility at Silicon Valley Bank.
Founded in 2011, Unified is an award-winning marketing cloud technology company that offers professional marketers with powerful insights, content and advertising tools developed on the advanced data platform of the industry. It was one of the launch partners for Instagram Ads API, and the company is also a Facebook Marketing Partner, a Twitter Official Partner, a LinkedIn Certified Marketing Partner and a Pinterest Ads API Partner.
The proceed of this funding round will be used to boost the company’s development of its data platform and software applications, for sales expansion and to enter new markets. IT also has plans to introduce powerful new tools that broaden the ability to unify marketing data in all consumer touchpoints and various channels of marketing, to connect the ubiquity of social media with digital channels. “A large percentage of our financing will fuel technology that includes advertising execution, audience profiling and analytics,” said Calvin Lui, president and chief strategy officer of Unified. “We have always though social was a horizontal platform that can impact planning for search, display, radio, television and even print.”
Co-founder and CEO Sheldon Owen said, “Unified’s success has been driven by an incredible team, a unique vision for the new era of marketing and a world-class roster of customers and partners. This latest round of funding will fuel our next stage of growth as we continue to deliver software that drives CMOs (chief marketing officers) success.”
The investor IHeart’s relationship with Unified follows a data partnership formed by the two companies earlier this summer. With 100 million uniques across its digital services and 70 million registered iHeartRadio users, iHeart makes use of the Unified as a base to pipe in social data and analyze audience segments and campaign effectiveness for itself and many of its advertisers.