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NY ad analytics startup Dstillery looks to international expansion

New York’s ad ana­lyt­ics start­up Dstillery is look­ing beyond the U.S. in a bold expan­sion plan after rais­ing $24 mil­lion in Series C funding.

Dis­till­ing data

The com­pa­ny began life in 2008 as Media6Degrees and adopt­ed its new moniker in Sep­tem­ber last year. Prod­uct man­agers with an inter­est in ad tech might quick­ly work out why: announc­ing the change of name last year, the firm’s CMO Eliz­a­beth Hell­mann said that it cap­tured “the essence of our core tech­nol­o­gy — dis­till­ing moun­tains of data to pro­duce pure brand-lean­ing audiences.”

The lat­est cash injec­tion has almost dou­bled the startup’s total fund­ing to date (it raised $17 mil­lion in Series B back in 2010, when the total stood at $28 mil­lion. It’s now $52 mil­lion). As it hap­pens, the com­pa­ny hadn’t actu­al­ly intend­ed to raise any more mon­ey. It was approach­ing prof­itabil­i­ty and things were just fine and dandy. But then it saw a big oppor­tu­ni­ty open­ing up on the mobile side of the busi­ness and decid­ed it need­ed some cash to embrace it. Busi­ness savvy prod­uct man­agers would prob­a­bly agree that, in this con­stant­ly evolv­ing mar­ket­place, stand­ing still isn’t an option.

Dstillery’s tech­nol­o­gy can iden­ti­fy core con­sumer behav­ior sig­nals from an immense mass of web brows­ing data, iden­ti­fy­ing what sets a client’s cus­tomers apart from the gen­er­al pop­u­la­tion. Then it helps those clients tar­get their ads on those cus­tomers. The startup’s capa­bil­i­ties expand­ed sig­nif­i­cant­ly last year to encom­pass mobile and cross-device tar­get­ing after it acquired Everyscreen Media.

Expan­sion plans

Any prod­uct man­ag­er who knows any­thing about ad tech will quick­ly appre­ci­ate that that was one clev­er­ly strate­gic acqui­si­tion, dra­mat­i­cal­ly expand­ing the vol­ume of data it now ana­lyzes from around 9 bil­lion events a day to 22 bil­lion events a day.

With the new fund­ing safe­ly in the company’s cof­fers, Dstillery plans to explore in-app behav­ior next – and expand into Europe, too. As CEO Tom Phillips explains:

“Those 22 bil­lion events a day in the US are a crit­i­cal part of our val­ue propo­si­tion. To do what we do in the U.K., or Ger­many, or Japan, or wher­ev­er, we want to have a full view. To take on that full view actu­al­ly requires a mate­r­i­al invest­ment in infrastructure.”

Dstillery cur­rent­ly has offices in Chica­go, Boston, Atlanta and Dal­las in addi­tion to its NY head­quar­ters. Next stop London?

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