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Social Reality Raises $25M, Acquires Steel Media

socalTECH

Los Angeles-based digital advertising technology developer Social Reality said this morning that it has raised $25M, and acquired display and mobile ad company Steel Media. Terms of the Steel Media acquisition were not disclosed, however, the company said Steel Media expected $10M in 2014 revenues. READ MORE>>.

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Convertro Acquired By AOL For $101M

socalTECH

Score another exit for technology veteran Jeff Zwelling. Los Angeles-based online advertising attribution technology developer Convertro has been acquired by AOL , in a deal worth approximately $101M. AOL said the deal will help to bolster its programmatic advertising platforms. READ MORE>>.

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Rubicon Project Hails Growth, New Customers

socalTECH

Los Angeles-based Rubicon Project says today that it is one of the "fastest growing ad technology companies in history". Peacock Equity Fund, Stanford University, and the University of California Berkeley. Peacock Equity Fund, Stanford University, and the University of California Berkeley. The company was founded in 2007.

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MomentFeed Names Tech Veteran Nick Hedges As CEO

socalTECH

Hedges is a longtime Southern California technology veteran, who was most recently President and CEO of Velocify. MomentFeed is venture backed by Level Equity, Signia Venture Partners, Draper Nexus and DFJ Frontier. Hedges served in that position until its recent acquisition by Ellie Mae.

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Shopzilla Expands In Europe

socalTECH

Shopzilla said the new division will focus on new media and audience targeting, offering up marketers access to its shopping intent data. Shopzilla said Aisle A will offer up display advertising across both its own shopping site (Beso, Bizrate, Shopzilla) as well as from premium partners. READ MORE>>.

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Convertro Launches New Product

socalTECH

The firm said its product provides "attribution credit" to those assets--which it calls owned media assets--even though those third party sites do not support first party analytics tags. Convertro is trying to better track conversions and visitors, and attribute those to different online advertising and outreach. READ MORE>>.

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GraphDive Closes $2M Equity Round | Sees 10x Growth

Tech Zulu Event

Social analytics and personalization platform GraphDive has closed $2 million in its first ever equity round from Crosslink Capital, Correlation Ventures, Plug & Play Tech Center, Start Capital and angel investors Pejman Nozad, Ullas Naik and Scott Banister. $2 2 million equity round.

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