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The ambitious team at Verto Analytics raised $ 2.4 million in venture funding.
To date, the Finland-based analytics player has raised $ 7.8 million since April of this year. Much of the funding has come from Open Ocean Capital and Conor Venture Partners.
Verto considers themselves “pioneers” in the rapidly growing analytics sector. Companies use analytics to help drive targeted ad campaigns because of the vast troves of data their software vacuums from a single click. Because the analyzed data is so specific, i.e., what city the user is in, the block they live on, and what kind of shoes they wear, companies use it to target potential customers with relevant products and services.
According to Verto:
“What sets Verto’s single-source solution apart from everything else currently available is frequency and granularity – reporting on devices and platforms, media properties and content as well as revenue streams. Verto’s data and analysis is published close to real time allowing subscribers to understand, adapt and thrive as fast as this dynamic environment.”
Verto is positioning itself to help clients make money from their data, and with data being like gold to advertisers and marketers, Verto is in the game for the long haul. Indeed, Verto, which touts itself as cloud-based, has attempted to build its SaaS analytics to work not only for the mobile ecosystem, but also through the world of desktops and laptops with “single-source measurement methodology.”
What this really means, according to Verto, is that its clients, whether brands or ad plays, are able to see the devices (for example, tablets) people are using, the apps being clicked into, how people are using their devices and from where, and if your in-app game promotions are reaching the desired demographic — or failing.
The selling point for Verto is its SaaS works across every device being used to connect, shop, and click on the Internet. While many emerging analytic plays tend to focus on mobile, Kochava for example, or the desktop, like Rocket Fuel, which is now pivoting to mobile, Verto digital measurements encompass all of it. That’s a grand selling point for diversified media and ad plays.
Verto is headquartered in Espoo, Finland, and recently opened a Manhattan office. A Verto executive could not be reached for comment.