New York-based ad tech firm Eye­view, which recent­ly raised $8.1 mil­lion in Series C, is the kind of com­pa­ny that art direc­tors and account man­agers beaver­ing away in online adver­tis­ing agen­cies like. It lends a per­son­al­ized touch to online videos, and unlike oth­er per­son­al­ized adver­tis­ing tech­nolo­gies, its wiz­ardry doesn’t rely on Flash ban­ners and oth­er over­lays. Eyeview’s per­son­al­ized tar­get­ing takes place seam­less­ly inside the video.

Per­son­al­iza­tion across all platforms

The com­pa­ny, which was co-found­ed in 2007 by Oren Harne­vo (now its CEO), Tal Riesen­feld (now VP of Sales) and Cal Barnea (now CTO), is able to cre­ate mul­ti­ple ver­sions of the same video and then deliv­er the right ver­sions to the right con­sumers based on its tar­get­ing. Although the tar­get­ing is ground­ed chiefly on loca­tion, it also includes oth­er vari­ables like time of day and even weather.

And it doesn’t stop there: Eye­view updates each of its per­son­al­ized videos every time there’s new infor­ma­tion to be added, like a pric­ing revi­sion for exam­ple. It also deliv­ers these videos across all screens.

Here’s Oren Harne­vo explain­ing his brainchild’s versatility:

“In the cloud we’re cre­at­ing hun­dreds of thou­sands of videos that you can then use in mobile, in con­nect­ed TV, with no lim­i­ta­tions. This is a real play for cross-plat­form, cross-stream personalization.

Onwards and upwards

At the time of its $5.2 mil­lion Series B round in Jan­u­ary last year, Eye­view was just dip­ping its toe in the U.S. mar­ket (its R&D Cen­ter is based in Tel Aviv, Israel). Twen­ty months on, and it’s got some real giants on its ros­ter, like Para­mount, Toy­ota, Land Rover, Tar­get and Lowe’s. And rev­enue sky­rock­et­ed between 2011 and 2012, expand­ing six-fold – a fete it looks set to repeat in 2013.

Harne­vo says that the new fund­ing will be plowed into extend­ing Eyeview’s mar­ket so that it’s avail­able through­out the U.S. and into devel­op­ing the tech­nol­o­gy. The most recent round, which brings the firm’s total fund­ing to a prince­ly $19.4 mil­lion, was led by new investor Mark­er and includ­ed par­tic­i­pa­tion from exist­ing fun­ders Nau­ta Cap­i­tal, Gem­i­ni Israel Funds and Light­speed Ven­ture Partners.

With Eye­view tak­ing care of per­son­al­iza­tion, art direc­tors can get on with sim­ply cre­at­ing the most excit­ing videos their imag­i­na­tive tal­ent can produce.