The cash will be used to support “growing demand” for its audience measurement services, the firm said.

David Carlick, venture partner at Rho Ventures, will take a seat on the Effective Measure board. He has previously been on the boards at Ask Jeeves, DoubleClick, International Network Services and Intermix Media (MySpace).

Effective Measure’s co-founder and CEO Scott Julian (pictured) said: “We are delighted to have venture capitalists of this calibre and depth able to come into our startup and help us build the company. These new funds will enable us to extend our leadership position in audience measurement and deliver enhanced capabilities to web publishers and advertisers alike.”

Carlick added: “The global online advertising business is growing rapidly and Effective Measure is going to provide increasing validation and momentum for the growth in the markets we serve.”