Native Ad Company Sharethrough Raises $10M from BSkyB, Others

/ Sep 30, 2014

sharethrough

Sharethrough, a digital advertising startup that specializes in “native ads,” has raised $10 million in a new round of funding led by British TV giant British Sky Broadcasting.

The new money, coming nine months after the company raised $17 million, will be used for global expansion and product development as Sharethrough aims to bring “in-feed, native advertising to every content publisher and brand marketer,” said CEO Dan Greenberg in a blog post. Originally focusing on native video ads, Sharethrough has since expanded to include other native ad formats.

The company also recently opened an office in London, and acquired a UK-based regional content marketing house called Van.

As part of Sky’s investment, Jamie West, deputy managing director of Sky Media, Sky’s ad sales division, will assume a “board observer” position at Sharethrough. More importantly, Sharethrough will now power all of the native advertising across Sky’s online and mobile properties, including Sky Sports. Sky is an existing client of the Sharethrough for Publishers platform.

Sky’s investment totaled $5 million, with the remaining capital coming from existing Sharethrough investors including Floodgate, Elevation Partners, North Bridge Venture Partners, and Silver Creek Ventures.

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