JiWire, a San Francisco, CA-based location-based mobile media company, has raised $20m in Series C funding.
The round was led by Trident Capital, with participation from existing investors Comcast Interactive Capital, Draper Fisher Jurvetson, Norwest Venture Partners and Panorama Capital.
This funding brings the total amount raised by the company to date to $45m.
JiWire intends to use the funds to broaden its investment in new ad technology and products, pursue additional M&A opportunities, such as its recent acquisition of NearbyNow, and further expand internationally, having already entered the U.K. market in 2010.
In conjunction with the investment, Trident Capital’s John Moragne will join JiWire’s board.
Led by CEO David Courtney, the company has developed a platform that is designed to enable advertisers to identify and deliver ads to audience segments based on a person’s physical location while considering the venue, demographics and needs into account. JiWire also allows device manufacturers and wireless broadband network hosts to leverage advertising as a currency for wireless Internet access.