The startup has raised a total of almost $17 million, and investors include Whitecap Venture Partners and Social Starts. Round13 Capital is also a new investor in the round.
Affinio’s platform is meant to improve a marketer’s interest graph by connecting with first-party data, social media, and third-party data. The company plans to use the funding for product integrations with data management platforms and demand side platforms.
“A lot of the data companies now have aggregated massive amounts of data,” said co-founder and CEO Tim Burke. “But what they haven’t cracked is the ability to empower marketers in these organizations to formulate that data so they can make strategic decisions without relying on data scientists and people writing custom queries and code to analyze large data sets.”
The company counts Unilever, BBC Worldwide, and Paramount among its customers.