MediaTrust, a Los Angeles, CA-based performance marketing firm that offers an innovative online technology platform enabling partners to create and deploy pay-for-performance marketing campaigns, has secured $3m in funding.
The round was led by Ropart Asset Management Funds.
The company intends to use the funds to launch Performance Exchange (MTPX), a real-time performance-based advertising exchange. MTPX, which is currently in private Beta, combines the payment model of a bid-based CPC ad exchange with results-based performance metrics, allowing advertisers to reach targeted audiences simply and cost-effectively.
In addition the company will invest in technology, tools and people. Frank Carta, a software developer, has joined the core MTXP development team responsible for introducing ongoing enhancements to the platform; Mistie Johnston has been hired as a publisher sales manager and Richard Ramsey as an advertiser sales manager.
Founded in 2004 and led by CEO Peter Bordes, MediaTrust has offices in New York City.