AdMeld closes $8 million Series B round

Chris Caceres · June 24, 2009 · Short URL:

Online ad network optimizer seeing success as a startup and expanding into Europe

 AdMeld, an online ad network optimizer, has raised $8 million in Series B funding.  Spark Capital and Foundry Group led the round.    Back in November of 2008, the company raised $7 million from the same investors in a Series A round.

New York-based AdMeld is looking hot right now.  In the past six months, the platform has grown its customer base by 500% and now has around 65 online publishers making use of its technology.  Some of these users include several well known names like Discovery Communications, FOX News, The Huffington Post, IAC, Thomson Reuters and World Wrestling Entertainment.

The startup offers a set of tools for online publishers which optimizes the ads run on their networks, so if something is undervalued, AdMeld replaces it with higher performing ad inventory.  AdMeld says its platform is designed to generate the highest possible yield from each impression and customers see an increase in revenue between 30% and 300%.  AdMeld also provides performance reporting and brand protection tools.

With its recent success and this new round of funding, AdMeld plans to expand into Europe with a new London-based office and Data Center.

Some of AdMeld’s competitors include Rubicon Project and Pubmatic.

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PubMatic is focused on serving the needs of publishers by providing an industry leading platform that allows publishers to maximize their revenue while simultaneously reducing complexity.

Being a publisher is difficult these days. On the one hand, publishers want to focus on developing rich content and sustaining a user community based on common interest. On the other hand, they’re forced to spend ever more time and energy running the “business” of being a publisher.
What ad style should a publisher use? Publishers have to figure out what’s the best color combination, size, ad type, and other parameters that best appeal to their users. There are over a billion different combinations for publishers to consider.

How can a publisher manage multiple ad tags? Each ad network and ad style requires a unique set of ad tags that publishers have to maintain and manage.
Which ad networks should a publisher use? There are several hundred significant ad networks operating around the world today, with that number growing every week.
How does a publisher get consistent reports across ad networks? Each ad network is only able to provide reporting visibility for a subset of the publisher’s ads, but yet publishers need the ability to view their ad inventory performance holistically. Learn more about PubMatic for publishers.

At the same time, ad networks are finding challenges of their own.
It’s difficult to reach new publishers. Most publishers already have ad tags on their web site, and they’re reluctant to change them for a new ad network.
Signing up new publishers is inefficient. Signing up new publishers typically involves lots of emailing or faxing back and forth, requiring lots of staff time and slowing the growth of the ad network.
PubMatic was founded in 2006 and is based in the Bay Area, California and Pune and Mumbai, India. PubMatic is backed by Draper Fisher Jurvetson and Helion Ventures.



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The AdMeld platformoptimizes and manages multiple ad networks and exchanges for premiumpublishers. Customers include Discovery, FOX News, Huffington Post, IAC,Thomson Reuters and WWE, among many others, who use Admeld to manage variousnetworks and maximize revenues. AdMeld does things like locate undervalued adinventory and replace it with higher performing stuff, prevent and resolvechannel conflicts. AdMeld also offers publishers centralized reporting andother features.  AdMeld customers typically see anincrease in revenues from remnant inventory between 30% and 300%. In addition,AdMeld provides its customers with centralized network performance reporting,unique brand protection tools such as FireMeld, and a range of white-gloveservices.

Rubicon Project


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the Rubicon Project is a group of industry-experienced, aggressive and passionate renegades dedicated to bringing a new level of efficiency to the fragmented Internet advertising space. As of January 2008, the company has raised $21 million in funding.

The founders of the Rubicon Project shook up the online advertising industry in 1998 when they created L90/adMonitor, one of the most successful Internet advertising platforms that served over 3,000 of the web’s most recognized sites, reaching 65% of the Internet population before DoubleClick acquired it.


$27 Billion was spent advertising online in 2007, yet it’s still too hard for websites to sell their ad space online. While Internet advertising is an explosive market, it is an incredibly inefficient one with advertisers spending money with 300+ disparate advertising networks worldwide (e.g. Google AdSense, Yahoo! Publisher Network, HispanoClick and Adtegrity). the Rubicon Project’s web-based, self-serve solution gives any size website the most complete access to the total available advertising market and its smart matching technology does all the work to perfectly match each ad impression with the optimal money-making opportunity. the Rubicon Project is the new online advertising standard that makes it effortless for websites to generate the mad cash they've always dreamed of. And, it’s free to join.