Tremor Video lands $37m funding for analytics buys

At least half of the funds will be used for acquisitions, the firm said.

Tremor Video has developed an algorithm that analyses where best to place ads to reach the right viewers in the right environment. In May the company launched a new product, Video Hub, which provides analytics of how online video ads are performing.

CEO Bill Day told Ad Age: “We’re becoming more and more of an analytics company and there are other smart people doing interesting things.”

Keating Capital, Canaan, Draper Fisher Jurvetson Growth, General Catalyst, Meritech and Time Warner also contributed to the funding round.