Australian Start-up Effective Measure Completes Series A Round of Financing with Rho Ventures

PALO ALTO, Calif. and MELBOURNE, Australia, Feb. 17 /PRNewswire/ -- Effective Measure, a startup dedicated to providing the world's most useful online audience measurement technology, today announced it has closed a $4MM Series A Round of equity funding with Rho Ventures.

The investment enables Effective Measure to leverage its success as a provider of accurate and detailed audience information for more than 97 million Web users in the emerging markets, while supporting the growing demand for its direct-measurement audience service and related solutions. The company's service employs proprietary technology to deliver unmatched accuracy in measuring traffic at publisher sites, enabling advertisers to make informed spending decisions.

"We are delighted to have venture capitalists of this caliber and depth able to come into our startup and help us build the company," said Scott Julian, CEO and co-founder of Effective Measure. "These new funds will enable us to extend our leadership position in audience measurement and deliver enhanced capabilities to Web publishers and advertisers alike."

David Carlick, venture partner at Rho Ventures, will join Effective Measure's Board of Directors. Mr. Carlick has extensive experience in the field of digital media and marketing, with past board appointments including Ask Jeeves, DoubleClick, International Network Services and Intermix Media (MySpace).

"We are excited to be involved with this talented team, in this emerging set of markets," said Mr. Carlick. "The global online advertising business is growing rapidly and Effective Measure is going to provide increasing validation and momentum for that growth in the markets we serve. This investment is part of a broader continuing effort at Rho to support emerging startups in the new media space."

About Effective Measure

Effective Measure is a world leading online Audience Measurement tool, headquartered in Australia, with offices in Dubai, New York, Melbourne, Sydney and Singapore. Lead by a team of world respected Audience Measurement professionals, Effective Measure is rapidly becoming the de facto standard in 16 countries globally. Tasked with solving many of the Internet industries existing audience measurement problems, and with a world leading focus on user privacy and market requirements, Effective Measure is quickly becoming the preferred choice of responsible advertisers, publishers and government bodies. www.effectivemeasure.com

About Rho Ventures

Rho Ventures has a multi-stage investing strategy focuses on high-growth companies in large markets. Rho Ventures' investments span new media, healthcare, IT, communications, energy technology and other disruptive technologies. Rho Ventures brings nearly 30 years of venture experience, combined with its partners' deep sector expertise and its far-reaching network to assist each portfolio company. This approach has allowed Rho to participate in the growth of some of today's most innovative and successful companies, including Ciena, Capstone Turbine, Compaq Computer, Gloucester Pharmaceuticals, Human Genome Sciences, iVillage, MedImmune, ReachLocal, Senomyx, Shire, Tacoda, Tripod, Waterfront Media and Yantra. Rho Ventures is currently investing from Rho Ventures VI, a $510 million fund. The firm has offices in New York City, Palo Alto and Montreal, with investments across the globe. www.rho.com  

SOURCE Rho Ventures

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