RadiumOne secures US$54m for programmatic ad tech

Ad tech vendor says it will use the funding to extend its programmatic advertising platform offering as well as expand in Asia-Pacific

In a sign of just how much investment is being injected into programmatic ad tech, RadiumOne has secured US$54 million in a new capital raising round to bolster its technology platform and growth ambitions.

The vendor, which launched its programmatic advertising platform in Australia last year, secured the $54m in equity and debt financing in an investment round led by Harmony Partners which included Industry Ventures as well as existing investors, Adams Street Partners, Crosslink Capital, Trinity Ventures and DFJ Esprit.

In a statement, RadiumOne said the funding will be used to increase investment in its self-service programmatic advertising platform, Activate, as well as to further developed its patented big data and software analytics capabilities around social sharing behaviours.

It will also look to further expand its global reach in Asia-Pacific and Europe. To date, the company has raised more than $87 million in debt and equity.

“There is a rush of digital advertising spending coming into the marketplace,” RadiumOne CEO, Bill Lonergan, said. “This added capital allows us to further invest in innovative technology, prepare for future advertising opportunities, and serve growing ad markets around the world.”

Kerry McCabe, RadiumOne’s Asia-Pacific managing director, added the group has ambitious plans for the Asia-Pacific markets and flagged a stronger presence now being established in the second half of this year.

According to a company statement, RadiumOne claims it is already profitable and achieved its strongest financial performance in the second half of 2014. It also claims to be on track to exceed 2015 goals. It now has more than 1000 customers in 12 countries, representing sectors such as financial services, travel, retail, telecom and entertainment.

“Marketers are continuing their march towards programmatic – not just with online, video and mobile display ads, but with rich media formats as well,” Lonergan commented.

He pointed to eMarketer estimates, which put US programmatic digital ad spend across display and video at $24 billion by 2016.

Harmony Partners managing partner and co-founder, Mark Lotke, said RadiumOne was at a pivotal time in its company trajectory.

“The company’s leadership has generated impressive business gains and returns, with each successive quarter outperforming the previous one,” he said. “As more media channels are being bought and sold programmatically, RadiumOne’s incredible momentum is a sign of the bright future for digital advertising.”

Last month, Foxtel’s Multi Channel Network and AOL Platforms announced they had joined forces to launch programmatic TV inventory buying in Australia through their own private trading exchange.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

looking for the best quality of SMM Panel ( Social Media Marketing Panel ) is a website where People Buy Social Media Services Such as Fa...

Kavin kyzal

How to manage social media during Covid-19

Read more

Thank you for sharing your knowledge. Definitely bookmarked for future reading! Check this website https://a2designlab.com/ with lots of ...

Pierce Fabreverg

Study: Gen Z are huge opportunity for brands

Read more

Thanks for sharing. You might want to check this website https://lagimcardgame.com/. An up and coming strategic card game wherein the cha...

Pierce Fabreverg

Board games distributor partners with Deliveroo in business strategy pivot

Read more

Such an important campaign, dyslexia certainly need more awareness. Amazing to see the work Code Read is doing. On the same note we are a...

Hugo

New campaign aims to build understanding around scope and impact of dyslexia

Read more

Great Job on this article! It demonstrates how much creativity, strategy and effort actually goes to produce such unique logo and brandin...

Pierce Fabreverg

Does your brand need a personality review? - Brand vision - CMO Australia

Read more

Blog Posts

A few behavioural economics lesson to get your brand on top of the travel list

Understanding the core principles of Behavioural Economics will give players in the travel industry a major competitive advantage when restrictions lift and travellers begin to book again. And there are a few insights in here for the rest of the marketing community, too.

Dan Monheit

Co-founder, Hardhat

Predicting the Future: Marketing science or marketing myth?

Unicorns, the Sunken City of Atlantis, Zeus: They are very famous. So famous in fact, that we often think twice about whether they are real or not. Sometimes if we talk about something widely enough, and for long enough, even the strangest fiction can seem like fact. But ultimately it is still fiction - stories we make up and tell ourselves over and over until we believe.

Kathy Benson

Chief client officer, Ipsos

Winning means losing in the game of customer retention

At a time of uncertainty and economic hardship, customer retention takes on much greater importance. CX Lavender’s Linda O’Grady examines the big grey area between ‘all’ and ‘best’ customers when deciding who is worth fighting for and how.

Linda O'Grady

Data Strategy Partner & Business Partner, CX Lavender

Sign in