MediaBrix Raises $4M with Edison Ventures, Plans to Grow Staff in 2012

12/19/11Follow @jpruth

MediaBrix, a New York-based developer of a social media advertising platform, closed a $4 million Series B funding round. MediaBrix CEO Ari Brandt says Edison Ventures was the sole investor in the round. Edison Ventures principal Ryan Ziegler, and Mike Leo, CEO of the advertising software maker Operative in New York, joined MediaBrix’s board in conjunction with the new financing.

MediaBrix’s platform lets brands create ads that run via social games, Facebook, and other social networks. Its customers include brands such as Nikon, Paramount Pictures, Chrysler, and The CW Network.

Brandt says his company’s platform plugs into the application programming interfaces (APIs) of social networks and shows the ads during natural breaks in the action of apps and social games, like when players complete tasks or reach new levels. “They can run video, polling, or store locators,” Brandt says. The ads appear in games created by developers such as 50 Cubes in San Francisco and PuzzleSocial in New York.

MediaBix formed in May when Germany’s Smartclip spun out its North American division, Smartclip USA, through an asset transfer sale, Brandt says. SmartClip USA was renamed and reincorporated as MediaBrix, he says. MediaBrix also closed a $1.5 million Series A round in May led by Revel Partners.

Brandt says the Series B funding will got towards accelerating product development as well bulking up the technology and sales teams. MediaBrix has a staff of 17 and Brandt says the company plans to hire up to 15 employees within the next four months.

Earlier this month, MediaBrix hired new senior sales staff in Los Angeles, which opened its office this week, and Chicago.

With the latest funding under its belt, MediaBrix is in no hurry to chase more cash. “The plan is to grow organically right now,” Brandt says. “This round should carry us to where we want to be.”

João-Pierre S. Ruth is the editor of Xconomy New York. He can be reached at jpruth@xconomy.com and followed on Twitter @jpruth. Follow @jpruth

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