Los Angeles-based DataPop, the developer of advertising targeting technology that customizes ad campaigns to maximize ROI and relevance, has raised $7M in a Series B funding round, the firm said today. The funding was led by MK Capital, and also included prior investors Rincon Ventures, IA Ventures, Momentum Ventures, and Accelerator Ventures. CEO Jason Lehmbeck said that the new funding round will go towards expanding its L.A. offices and doubling its staff. DataPop said it now is influencing more than $100M in ad spend for agencies and brands. DataPop's internet ad targeting technology which provides deep information on products; for example, instead of helping advertisers target people looking for a big screen television, the firm's products help target looking for specific brands and dimensions of a product. Lehmbeck, as well as a significant number of employees at DataPop, were at Overture Services/Yahoo.
*Shared by Ted Simpson, Scott Steuber & Jeff Vertun