Funds for Audience Data Firm MPP Global

In the UK, digital audience platform MPP Global has raised £12m in a Series B round of funding, which it will use to expand into new geographic markets and further develop its technology. The firm has also appointed former Mimecast COO Keith Wallington as Chairman.

MPP's eSuite platform identifies, engages with and monetizes digital audiences. Users can refine the entitlements of a visitor based on usage and business rules such as the number of pages viewed. Metering rules enable A/B testing, to show visitors two versions of the same page; and tracking and conversion statistics are used to determine the optimal rule-set, look and feel, price-point or other criterion. With these insights combined with web analytics, the service delivers a picture of who is visiting a site, how they found it, where they came from, what device they use, and what interests them.

The firm's new funding round has been led by Albion Ventures and Grafton Capital. Paul Johnson (pictured), CEO and co-founder, comments: 'We are incredibly excited to be embarking on the next chapter of MPP Global's evolution, embracing new markets and launching a stream of new eSuite features. We welcome Keith to the team as we look forward to raising international awareness of our leading eSuite platform in the United States and Asia Pacific region'.

Web site: www.mppglobal.com .