The company aims to help marketers and agencies maximise their return on advertising spending by giving insights into each channel, format, as creative and audience segment.
AOL’s deal comprises approximately $89m in cash, about $2m in converted stock awards and a potential $10m earn-out payable over a period of up to 17 months.
Bessemer first invested in the business through a Series A round in 2009, before following up alongside DAG with another $5m through a Series B in January last year.
MHS Capital and Founder Collective also invested through the Series A, although it is unclear whether they still held stakes prior to the AOL buyout.
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