# Visible Measures

Startup profile on Capital Atlas: https://capitalatlas.ai/startups/visible-measures

- Industry: Software
- Headquarters: Boston, US
- Website: www.visiblemeasures.com
- Total disclosed funding: $71M
- Latest round: Series E (Aug 14, 2012)
- Investors on record: 6

## About

Visible Measures Corp. specializes in omnichannel advertising solutions that enhance marketing efforts through advanced data analytics, optimizing campaigns across digital platforms for improved performance.Founded in 2005 and headquartered in Boston, US, Visible Measures Corp. is focused on providing advertising measurement and analytics. The company underwent a significant transition when it was acquired by AcuityAds Inc. for USD 10 mn on March 9, 2017. The firm has successfully closed 11 deals throughout its operational history, demonstrating a consistent engagement in the advertising technology space.Visible Measures offers illumin, an omnichannel advertising platform designed to optimize marketing campaigns across various digital channels. Key features include Pathlight, which delivers real-time data on campaign performance, and the Canvas tool, allowing marketers to create tailored advertising strategies. The platform also integrates with email marketing systems, enhancing audience targeting. Clients include brand marketers and advertising agencies across markets such as the United States, Mexico, Spain, and Canada.The revenue model for Visible Measures is predominantly subscription-based, providing clients with tools for integrated marketing campaign management. Clients engage with the platform through a tiered pricing structure, granting access to advanced data analytics and campaign management features. The model supports various advertising formats, driving revenue through ongoing subscriptions and partnerships with brand marketers and advertising agencies.Following its acquisition by AcuityAds Inc. in March 2017 for USD 10 mn, Visible Measures plans to leverage its resources to enhance its product offerings and expand into new markets. Although specific upcoming product launches have not been detailed, the focus will likely be on advancing their existing platform capabilities. Additionally, the company aims to penetrate further into international markets, with specific strategies expected to unfold in the near future.

## Funding rounds

- Series E, Aug 14, 2012, $22M — Mohr Davidow Ventures, General Catalyst Partners, CF Private Equity, DAG Ventures, Northgate Capital, Advance Publications, Inc.
- Series D, Sep 22, 2011, $13M — Mohr Davidow Ventures, General Catalyst Partners, DAG Ventures, Northgate Capital, Advance Publications, Inc.
- Series D, Apr 13, 2011, $7.7M — General Catalyst Partners, DAG Ventures, Northgate Capital
- Series C, Oct 6, 2009 — DAG Ventures
- Series C, Mar 26, 2009, $10M — Mohr Davidow Ventures, General Catalyst Partners, Northgate Capital
- Series B, Jan 28, 2008, $14M — Mohr Davidow Ventures, General Catalyst Partners
- Series A, Feb 15, 2007, $5M — General Catalyst Partners

## Investors

- General Catalyst Partners (https://capitalatlas.ai/funds/general-catalyst-partners) — Series A, Series B, Series C, Series D, Series E
- Mohr Davidow Ventures (https://capitalatlas.ai/funds/mohr-davidow-ventures) — Series B, Series C, Series D, Series E
- Northgate Capital (https://capitalatlas.ai/funds/northgate-capital) — Series C, Series D, Series E
- DAG Ventures (https://capitalatlas.ai/funds/dag-ventures) — Series C, Series D, Series E
- Advance Publications, Inc. — Series D, Series E
- CF Private Equity (https://capitalatlas.ai/funds/cf-private-equity) — Series E