Datalogix pulls in $45 mln

Datalogix has raised $45 million in financing. Wellington Management Company led the round with participation from return backer Institutional Venture Partners. Datalogix connects digital advertising to in-store sales.

PRESS RELEASE

WESTMINSTER, Colo., May 28, 2014 /PRNewswire/ — Datalogix, the company connecting online ads to in-store sales, today announced that it had closed a $45 million round of equity financing led by Wellington Management Company, LLP, a global asset management firm with nearly $870 billion under management. Existing investor Institutional Venture Partners (IVP) joined the round, investing more than pro rata. This round is incremental to the recently announced investment in Datalogix by Jim Breyer’s Breyer Capital.
Datalogix will use the financing to expand its suite of audience and measurement products for a growing customer roster, which includes 77 of the “Ad Age 100″ top advertisers and many of the largest digital media companies. Datalogix enhances advertising by helping brands reach their current and likely customers across a wide range of 1:1 addressable media and measure the results back to in-store sales.
“Data, technology and analytics are transforming marketing,” said Datalogix CEO Eric Roza. “We see a growing opportunity to enhance marketing by tightening the connection between media exposures and consumer product purchases, and this funding will be put to good use in building the dialog between brands and their best customers and prospects. We are thrilled to welcome Wellington Management to our existing shareholder base, which includes Jim Breyer, General Catalyst, IVP, and Sequel Ventures. We were particularly gratified that Sandy Miller and IVP chose to increase their ownership stake in the company.”
“Datalogix has a great team and differentiated value proposition to some very important companies,” said IVP General Partner Sandy Miller. “Since we invested last year, the company’s annual revenue has grown more than 50%. We could not be more pleased to increase our stake in the company.”
About Datalogix
Datalogix provides core infrastructure for data-driven marketing by connecting digital advertising to offline sales. We help leading brands reach audiences of buyers across display, video, mobile and social and measure the offline sales lift resulting from digital marketing campaigns using DLX ROI®. The company’s expertise spans the major consumer segments, including Retail, CPG, and Automotive. For more information, please visit: http://www.datalogix.com/

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