BlueKai, a Bellevue, WA-based online auction-based advertising data exchange for marketers, ad networks and publishers, has closed a $21m Series C round of financing.
The round was led by GGV Capital (formerly Granite Global Ventures), with participation form existing investors Redpoint Ventures and Battery Ventures.
The company had previously raised a total of $13.7m in two rounds of funding from Redpoint and Battery.
BlueKai, which aggregates shopping and research activities across the Internet, offers non-personally identifiable actionable data to marketers, ad networks, and publishers on over 200 million retail, travel, auto, education and financial product shoppers online.
The funding will be used to continue to innovate how data is bought and sold while at the same time driving transparency for consumers.
In particular, the company is rapidly deploying new APIs and real time systems that allow networks, demand side platforms and agency trading desks to build the BlueKai marketplace into their own offerings.
In conjunction with the financing, Jeff Richards, Partner at GGV Capital, will join the company’s board of directors.