Purchasing Data Firm Datalogix Gets $25m

US-based online / off-line purchasing data firm Datalogix has closed a $25m Series B round of funding, and says it will help to accelerate the adoption of its audience and measurement solutions across display, mobile, video, social media and search channels.

The firm, which is based in Colorado with offices in NYC, San Francisco, Boston, Chicago, Detroit and London, connects digital media and off-line purchasing data to help consumer marketers increase the measurability of their advertising. Its DLX Platform, which encompasses more than $1 trillion in consumer spending, is used to drive campaigns, while its DLX ROI service measures off-line sales lift resulting from digital media.

New funding has been led by Institutional Venture Partners (IVP), with support from existing investors General Catalyst, Sequel Venture Partners and Costanoa Venture Capital.

Datalogix Chairman Rob Gierkink (pictured) comments: 'It's great to have IVP on board to support our growth. It is an honor to join a portfolio that has included 93 IPOs and a lifetime IRR of 43% over 32 years.'

Web site: www.datalogix.com .