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

Conversations over a cuppa with CMO: Microsoft's Pip Arthur

​In this latest episode of our conversations over a cuppa with CMO, we catch up with the delightful Pip Arthur, Microsoft Australia's chief marketing officer and communications director, to talk about thinking differently, delivering on B2B connection in the crisis, brand purpose and marketing transformation.

More Videos

Hello , great article!Fake followers have really become a big issue that needs to be identified and bring to an end.You can also include ...

Caitlyn Davis

Fake Twitter-follower market is adapting, growing, and getting ever cheaper

Read more

Did anyone proofread this document before it was published?

Beau Ushay

CMO Momentum 2020: How to embrace agile marketing

Read more

he decision to limit the initial version of the code to two US companies is discriminatory and will inevitably give an unfair advantage t...

Azeem Sohail

Google hits out at ACCC draft code of conduct for news media negotiations

Read more

You’re a warrior woman from way back. Just let the muscle memory take over!

Hannah Sturrock

Why fear trumps marketing theory - Marketing edge - CMO Australia

Read more

What an inspiring piece of writing, Hannah, thank you so much for sharing! All right, team jersey out of the locker, brains on, eye of th...

Myriam Conrie

Why fear trumps marketing theory - Marketing edge - CMO Australia

Read more

Blog Posts

Creating a culture club builds ownership of teamwork

Workplace cultures are the sum of everyone’s beliefs, behaviours, attitudes and skills. This means that no single person is responsible for culture, it belongs to the team.

Colin D Ellis

Culture change expert, author

A Brand for social justice

In 2020, brands did something they’d never done before: They spoke up about race.

Dipanjan Chatterjee and Xiaofeng Wang

VP and principal analyst and senior analyst, Forrester

Determining our Humanity

‘Business as unusual’ is a term my organisation has adopted to describe the professional aftermath of COVID-19 and the rest of the tragic events this year. Social distancing, perspex screens at counters and masks in all manner of situations have introduced us to a world we were never familiar with. But, as we keep being reminded, this is the new normal. This is the world we created. Yet we also have the opportunity to create something else.

Katja Forbes

Managing director of Designit, Australia and New Zealand

Sign in