Visible Measures earns $10M for video tracking biz

Visible Measures, an online video analytics company, has raised another $10 million in funding. According to company executives, the funds will be used to build out its current online video tracking products, and expand its data tracking tools.

The company’s core product is VisibleCampaign, which allows content publishers and advertisers to track and demystify the reach and engagement of their video content. It works by allowing publishers to embed tracking tools into their videos, which in turn collect a host of information about viewers’ watching habits. Details like the length of view time, volume changes, and even rewind/fast forward patterns are all logged by the tool. But, most importantly, VisibleCampaign allows publishers to follow where a video has been embedded across the web.

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For the end user these details may seem minor, but for content publishers and advertisers it’s a virtual goldmine. And, whereas analytics services abound for the web’s text content, comprehensive tracking tools for video content have been much more scarce. As such, Visible Measures has been flexing its muscle by forging partnerships with top-tier content publishers like MTV, and acquiring Vidmeter to help smaller video content publishers track and expand their reach.

Visible Measures has raised over $29 million in total financing to date. Today’s third round was led by Northgate Capital, with participation from existing investors MDV-Mohr Davidow Ventures and General Catalyst Partners, both of whom participated in previous rounds.