Brand Affinity Technologies, an Irvine, CA-based company that operates a research engine providing daily analysis of more than 38,000 celebrities and athletes, has closed a $20m Series C funding.
The round was led by Miramar Venture Partners, with participation from existing investors Newport Coast Investments, RimLight Capital, Fulcrum Venture Capital, and ad pepper media International. The Ueberroth Family, through their CGI Opportunity Fund II, also joined in the financing.
The investment will enable the company to expand internationally as well as to continue to extend its netBAT, a service that transforms celebrity-related editorial images and articles into interactive application experiences on leading news and lifestyle websites.
BAT’s technology and service offerings also include a research engine that provides daily analysis of more than 38,000 celebrities and athletes, a platform that advertisers use to identify license, and activate the most effective talent for their campaigns. Currently available endorsement talent includes more than 3,600 athletes and celebrities.
The company was founded in 2007 by Ryan and Chad Steelberg, who together founded and operated dMarc, AdForce and 2CAN Media prior to BAT.