Adara Media Raises $12.4M From August, Onset, Morgenthaler, Baseline

Adara Media Inc. said it raised $12.4 million in funding led by August Capital and joined by existing investors ONSET Ventures, Morgenthaler Ventures and Baseline Ventures. Adara Media said the money will help it improve its online marketing software and expand it into new verticals while investing in sales, marketing and operational resources.

PRESS RELEASE

Update: Adara Media Secures $12.4 M in Financing Led by August Capital

Adara Media Continues Momentum With Record Growth

MOUNTAIN VIEW, CA–(Marketwire – Jan 24, 2012) – Global precision marketing platform company Adara Media Inc. has secured $12.4 million in funding from venture capital firm August Capital, with participation from returning investors ONSET Ventures, Morgenthaler Ventures, and Baseline Ventures. This financing will fuel increased investment in Adara Media’s award winning TruPrecision Targeting Platform, delivering highly targeted media and ecommerce campaigns based upon specific customer relevance across top travel and hospitality brands. It will also advance Adara Media’s mission to expand its platform into new verticals and invest in sales, marketing and operational resources.

The funding follows exponential spending increases from Adara Media’s clients in 2011. Working with complex customer data sets and valuable audience segments, such as frequent flyers, business and international travelers, Adara Media enables top brand advertisers to connect with a highly desired consumer base via online media channels.

“This new round of funding from an esteemed group of partners represents continued investment in the growth of our business,” says Layton Han, chief executive officer of Adara Media. “Our business has achieved revenue growth every month during 2011 and is now poised to grow more aggressively and efficiently. We’re excited to have the support of August Capital, and the continued backing of our original lead investor ONSET Ventures, and Morgenthaler Ventures, as we invest heavily in our platform development and continue to expand globally.”

Han added that Adara will also use the funding to take the TruPrecision platform into new vertical categories. The company’s growth in 2011 has come from travel, hospitality and closely related verticals. Through Adara Media’s TruPrecision Targeting Platform, brands can reach and activate more than 225 million traveler profiles.

Dave Marquardt and Tripp Jones of August Capital led the investment in Adara Media. “We pride ourselves on investing in companies that show entrepreneurial excellence and technical innovation,” said August Capital co-founder Dave Marquardt. “Adara Media and its management have shown that this platform can bring brands closer to their best customers through the use of technology. We’re excited about Adara’s future as they expand globally and develop into new verticals.”

Adara Media’s industry leadership has been acknowledged through many industry awards including AlwaysOn OnMedia 100, Red Herring North America, and the Mega Awards, hosted by Airline Information. Adara Media has recently established an office in Chicago and announced the promotion of Scott Garner to EVP of business strategy, now responsible for strategic partnerships as well as new product strategy.

About August Capital:
Founded in 1995, August Capital has funded an extraordinary group of entrepreneurs who have built significant, long-term value across the full range of information technologies. These companies represent an aggregate market capitalization of well over $250 billion, generate in excess of $75 billion in annual revenue around the world. This success is a testament to the entrepreneurs themselves, as well as the fundamental technologies they have created. August Capital has invested in more than 80 companies including Adchemy, Atheros, Cobalt Networks, Ebates, Postini, Reputation.com, SayMedia, Seagate Technology, Splunk, Xirrus, and Zulily. The firm’s partners have previously invested in a number of ground breaking technology companies, including Actel, Adaptec, Compaq, Grand Junction, Intuit, Linear Technology, Microsoft, MMC Networks, Skype, Sun Microsystems, Sybase, Symantec, and Visio. August Capital is located in Menlo Park, California. For more information, please visit: www.augustcap.com.

About ONSET Ventures:
ONSET Ventures specializes in providing an ideal mix of start-up, follow-on, and intellectual capital to entrepreneurs and early-stage technology ventures, to help transform world-class ideas into sustainable and valuable businesses, through a process of “venture craftsmanship.” The firm has backed over 130 companies since 1984 and now has more than $1 billion under management. ONSET Ventures is located in Menlo Park, California. For more information, please visit: www.onset.com.

About Morgenthaler Ventures:
Morgenthaler Ventures is a premier venture capital firm, dedicated to helping entrepreneurs build valuable companies for more than 40 years. Today, the firm has nearly $3 billion under management. Morgenthaler Ventures has invested in approximately 300 companies in the information technology and life science sectors. Representative portfolio companies in the IT space include: Adara Media, Evernote, Lending Club, Practice Fusion, Pageonce, Fundly, SohoOS, Socrata, Rhythm NewMedia, NexTag, Nominum, Voltage Security, JasperSoft and MuleSoft. Morgenthaler Ventures is headquartered in Menlo Park, CA.

About Baseline:
As an early stage seed investment firm, Baseline helps founders develop their ideas into companies. Baseline has invested in more than 60 companies since its inception and helped more than 15 companies exit. Baseline is proud to be a seed investor associated with promising companies including Instagram, Twitter, Weebly, Formspring, Heroku (acquired by Saleforce.com), CoTweet (acquired by ExactTarget), GeoAPI (acquired by Twitter), IndexTank (acquired by LinkedIn), Rupture (aquired by EA), Sendori (aquired by Ask.com), Parakey (acquired by Facebook), Versely (acquired by Cisco), Aardvark and DocVerse (both acquired by Google).

About Adara Media:
Adara Media offers a loyalty audience platform that enables top brands to monetize and nurture their loyalty program customers online and helps advertisers reach exclusive, qualified audiences. Using proprietary loyalty data, Adara Media enables advertisers to reach real individuals, ensuring authenticity while maintaining complete anonymity. Adara Media’s brand partners then gain ancillary revenue streams and the ability to deepen their relationships with loyalty consumers through targeted offers and consistent communication. Adara Media was founded in 2005 and is headquartered in Mountain View, CA. For more information, please visit www.adaramedia.com.

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