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YieldMetrics Becomes Adomic

socalTECH

The startup, which is backed by Upfront Ventures (which also just went through a renaming effort, from GRP Partners), did not say exactly why it decided to rename itself. Grossman was previously at Demand Media and Scripps Networks Interactive, and was founder of mobile advertising firm Sidebar. READ MORE>>.

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Gradient X Finds $3.75M For New Mobile Ad Play

socalTECH

GradientX, led by Brian Baumgart and co-founded by Julie Mattern and Michael Lum, said the new funding round came from Rincon Venture Partners, GRP Partners, Crosscut Ventures, Walter Kortschak, Jim Willenborg, Clark Landry, Founder Collective, Double M Capital, Siemer Ventures and Baroda Ventures. READ MORE>>.

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Mark Suster, Nely Galan to Keynote Silicon Beach Fest

Tech Zulu Event

Mark Suster of GRP Partners and Launchpad was confirmed to keynote along with Nely Galan of Galan Entertainment, the first Latina president of Telemundo. Opening Party hosted by Demand Media with KCRW at the Viceroy. Silicon Beach Fest takes place June 19-22, 2013 in Santa Monica. and launching at Silicon Beach Fest.

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Ad.ly Raises $5M

socalTECH

The round comes from GRP Partners, Greycroft Ventures, and Matt Coffin, the founder of LowerMyBills. Sean Rad, founder of Ad.ly, told socalTECH that the company will be using the new funding round to scale its business, and field the impressive demand the firm has been seeing. s Fox Audience Network.

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ChowNow Raises $3M to Level the Online Food Ordering Field for Small Biz

Tech Zulu Event

Funds were contributed by returning investor GRP Partners along with Double M Capitol, Karlin Ventures, LaunchPad LA and Daher Capitol, all local investors. ” ChowNow is anticipated to sign up 1,000 new restaurants in the first half of 2013 as result of high demand, fast setup, affordability and ease of use.

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Announcing a Deal I’ve Wanted to Talk About for a Year

Both Sides of the Table

I’m super excited to announce that GRP Partners led the investment in Ethan Anderson’s new company MyTime (link has LA-based merchants but will give you a good feel for the product). Let me not bury the lede. In industry this is known as “yield management” and of course it needs to exist.

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This Week in VC – Scott Painter, CEO of Zag & TrueCar

Both Sides of the Table

He eventually applied his lessons learned in these experiences when he founded Zag, a company that helps consumers buy cars over the Internet at pre-negotiated prices with nearly 4,000 dealers across the country [disclosure: my firm GRP Partners is an investor in Zag]. And it carries no inventory.

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