Visible Measures Raises Series B

Visible Measures Corp., a Boston-based company that measures the behavior of online video audiences, has raised $13.5 million in Series B funding. Mohr Davidow Ventures led the deal, and was joined by return backer General Catalyst Partners.




Visible Measures Corp., a Boston-based technology startup specializing in measuring the behavior of Internet video audiences, today announced that it has closed $13.5 million in its Series B funding. The round was led by MDV-Mohr David Ventures with participation from General Catalyst Partners, the lead investor in the company's Series A Funding announced in early 2007. The company plans to use the additional funding to fuel expansion and growth.  In conjunction with this funding, Bill Ericson, a managing partner of MDV, will join the company's board of directors.


“Visible Measures is a world-class team with a unique culture delivering innovative technology focused on solving critical problems in Internet video publishing and advertising,” said Ericson.  “We are excited to partner with Visible Measures because we were impressed with the team's ability to develop and bring to market solid, scalable, easy-to-use technology while also providing top-notch customer service.”


Reflecting its commitment to help both video publishers and video advertisers understand and grow their Internet video audiences, today Visible Measures also announced the acquisition of Vidmeter, an Internet video distribution and analytics company that manages universal upload, syndicated tracking and rankings of user-generated video content. Visible Measures plans to invest in and integrate Vidmeter's technology assets during the first half of 2008.


“While consumer demand for Internet video continues to grow unabated, the revenue generation engines are just beginning to get started,” stated Brian Shin, founder & CEO of Visible Measures.


 “Our solutions help video publishers and video advertisers better understand, and hence value, their online viewing audiences. Our philosophy has been to listen to our forward-thinking customers and partners and to be highly responsive to their needs with the goal of delivering the industry's first end-to-end audience behavior measurement system.  We believe that our initial customer traction and recent financing help to validate our approach.”


“Consumers love Internet video, but the medium and audience fragmentation hinder monetization,” stated Anton Denissov, an analyst with the Yankee Group. “Advertisers and publishers need new tools to tell them how and what consumers like to watch and where to place the ad to maximize consumer engagement and ad revenue.”


In related news, Visible Measures today also announced the general availability of VisibleSuite(SM), the company's flagship solution that helps video publishers and advertisers understand and grow their online viewing audiences.  The company unveiled VisibleSuite at DEMO 08, a semi-annual conference that highlights emerging technologies and new products.


About Visible Measures

Visible Measures specializes in measuring the consumption and distribution of Internet video. Designed from the ground up to meet the unique needs of video publishers and advertisers, our patent-pending measurement approach captures every video interaction by every viewer in every video, from play to pause to rewind to forward-to-a-friend and more. This provides organizations with unprecedented visibility into their online video audiences and how they engage with content assets, Web-based distribution, and advertising placements.  Visible Measures is a member of the Interactive Advertising Bureau's (IAB) Digital Video Committee and the Advertising Research Foundation (ARF). To learn more about how Visible Measures can help you determine the effectiveness and monetization potential of your video content, visit


About MDV-Mohr Davidow Ventures

For 25 years MDV has identified, mentored and developed entrepreneurs and young companies with the ability to redefine business, technology and medicine. The firm partners with entrepreneurs and takes a hands-on approach to architect and help build successful companies. MDV's team and its extended network of industry experts bring years of real-world experience to accelerate each company's time to market and optimize its long-term success. Category- leading companies funded by MDV include: Agile (ORCL), Brocade (BRCD), Epigram (BRCM), Fliqz,, hi5, Ipsilon Networks (NOK), Medio Systems, Nanosolar, Navigenics, ONI Systems (CIEN), ParAllele (AFFX), Pivotal Technologies (BRCM), Revenue Science and Shutterfly (SFLY). MDV has $2 billion dollars under management. For more information, visit


About General Catalyst Partners

General Catalyst Partners is a venture capital firm that invests in exceptional entrepreneurs who are building the technology-based companies that will lead innovation and transform industries. Founded in 2000, General Catalyst Partners leverages its principals' extensive operational, business development and technological expertise to provide portfolio companies with a catalyst for success through business building and partnership development assistance. General Catalyst is headquartered in Cambridge, Mass. For more information, please visit: