California-based, Native ad company Sharethrough has secured USD 10 million in Series D funding round led by BSkyB with participation from existing investors such as FLOODGATE, Elevation Partners, North Bridge Venture Partners, and Silver Creek Ventures. The company aims to utilize the raised for expanding Sharethrough’s engineering and marketing teams.
Recently, it had received 6 rounds of investment and is currently having a total capital of USD 38 million, including the latest funding. Earlier this month, Sharethrough announced its European expansion and had acquired London-based competitor VAN. It has two main products including SFP (“Sharethrough for Publishers”) — Content publishers (like Time, Gannett, People, TMZ) and STX (The “Sharethrough Exchange”) — Brand marketers (like Coke, P&G, Nestle).
Also Read: Native Advertising: Growth and future ahead
Launched in 2008 by Co-Founders Matt Monahan, Brett Keintz, Rob Fan and Dan Greenberg. Dan Greenberg, Sharethrough’s CEO told Tech Crunch that BSkyB’s digital team has been working with Sharethrough and “essentially betting that the future of monetization strongly includes native,” so the investment made sense as a way to “cement our partnership.” As part of the deal, Jamie West, Deputy Managing Director of Sky Media (the company’s ad sales division), will become a board observer at Sharethrough.
As native advertising (where the ads resemble the content of the site where they’re running) has become the dominant monetization strategy among “all the closed platforms” like Facebook and Twitter, he argued that Sharethrough has become the native platform “for the rest of the web.”