BrightTag, a a Chicago, IL-based provider of a marketing technology platform, raised $27m in funding.
The round was led by Yahoo! JAPAN, with participation from existing investors Baird Capital, EPIC Ventures, I2A, Pritzker Group Venture Capital and TomorrowVentures.
The company will use the funds to accelerate the development of its patented technology and grow its sales efforts in Asia-Pacific, Europe, Latin America and the U.S.
Led by Mike Sands, President and Chief Executive Officer, and Marc Kiven, Founder and Chief Revenue Officer, BrightTag allows clients to collect, connect and act on cross-channel customer data in real time, from websites and other platforms including mobile, social, email, ads, point-of-sale, CRM, call center, kiosks etc.
The investment of Yahoo! JAPAN has to be seen with regards to its plans – recently announced – to launch a real-time, cross-channel DMP to help brand marketers and agencies leverage the mountain of customer data they have.
To this end, BrightTag Fuse™ technology, a real-time data integration solution which was patented last month, will allow the Yahoo! JAPAN DMP to leverage live data about customer activities across channels and connect it with multiple media products offered by Yahoo! JAPAN and its partners.
The DMP will be able to manage data for both Yahoo! JAPAN and its advertisers and will be launched in the spring of 2014.