Datalogix is a company that has the ability to target, measure, and optimize performance. Datalogix has raised $25 million in Series B round of equity financing led by Institutional Venture Partners (IVP). IVP joins existing investors General Catalyst, Sequel Venture Partners, and Costanoa Venture Capital. The company’s measurement solutions are applied across display, mobile, video, social, and search channels. Based in Denver, Datalogix has about 250 employees.
Datalogix collects offline purchase data from a store’s customer loyalty cards to compile reports that can be useful for executives. Datalogix has data on almost every household in the U.S. and has tracked around $1 trillion in consumer spending. The data is packaged into anonymous profiles and is sold to large publishers including Google, Facebook, and other ad exchanges.
This allows the publishers to target ads based on what you buy offline. Publishers are able to calculate how much more money their advertisers earned than spent. This way they can use the ROI data to convince them to buy more ads.
The funding will be used for growth and will continue their geographic expansion. The company opened an office in London this year and they are looking at other opportunities outside of the U.S. Sandy Miller and Paul Ostling is joining Datalogix’s board of directors as a result of the funding.