Visible Measures, the leader in Content Advertising, today announced that it has closed a $7 million investment round with participation from General Catalyst Partners, Mohr Davidow Ventures, DAG Ventures, Northgate Capital, Commonfund, and Advance Publications. The company will use the funding to continue to help brands win the battle for consumer attention by programmatically leveraging video and native advertiser content.

'There is competition for consumer attention in every major advertiser category. With more noise and media fragmentation than ever before, the question facing modern marketers is 'How can I win more share of attention for my brand and products?' The answer is being able to engage audiences with content advertising, programmatically through video and native,' said Brian Shin, CEO and Founder of Visible Measures. 'This funding enables us to continue pushing the boundaries of the emerging Content Advertising category, which combines critical aspects of Content Marketing, Programmatic Advertising, and Marketing Automation to deliver maximum brand advertising effectiveness for marketers.'

Earlier this month, Visible Measures announced partnerships and enhancements to its demand-side platform, Fabric SM, which connects brands' content advertising with audiences in the most contextually relevant environments. By programmatically integrating with leading native advertising platforms, including TripleLift, DistroScale, and AdsNative, Fabric expands from driving attention via video advertiser content to encompass real-time buying and optimization of all native and video media, across devices and on thousands of premium publishers - a first among DSPs.

'We've backed Visible Measures since the beginning, and have seen their innovation with video advertiser content continually attract top global brands. Its platform has evolved to meet the needs of its customers, enabling leadership in a new category of modern marketing,' said Larry Bohn, Managing Director at General Catalyst Partners. 'We feel very optimistic about their future as a thought-leader in Content Advertising.'

About Visible Measures

Visible Measures is the leader in Content Advertising. Long considered the most trusted source for data and insights on video content advertising, Visible Measures provides an end-to-end solution for capturing consumer attention programmatically through video and native media. Visible Measures works with hundreds of global brands, agencies, trading desks, and publisher clients, which include Procter & Gamble, Unilever, Nestlé, VivaKi, and Condé Nast. Visit us online at http://www.visiblemeasures.com or follow us on Twitter @Visiblemeasures.