Time Warner backs ad optimization startup AdMeld

AdMeld, one of several startups promising to help online publishers “optimize” their advertising, has attracted new backing from both the venture and media world. It just raised a $15 million third round led by Norwest Venture Partners, with contributions from Time Warner Investments.

New York-headquartered AdMeld said publishers use its tools to pull advertising from hundreds of ad networks, ad exchanges, and other sources, allowing them to show the ad that will make the most money from each impression while keeping out ads that might be damaging to their brand. AdMeld faces competition from startups such as the Rubicon Project and PubMatic, but it reportedly reaches 395 million unique viewers already, and its customers include Answers.com, Fox News, Pandora, and World Wrestling Entertainment.

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In the funding announcement, Time Warner Investment’s Rachel Lam said AdMeld could be an important partner to the parent company.

“AdMeld commands the technology, team, and vision to help Time Warner’s online publishing groups maximize their value in the swiftly-changing online ad market,” Lam said.

AdMeld has now raised $30 million. Previous investors Spark Capital and Foundry Group also participated in the round.