Mickey Mouse Money? $4m for Analytics Firm Sometrics

US-based Sometrics - which combines social analytics with targeted ad serving capabilities - has closed a Series B round of funding led by Walt Disney company Steamboat Ventures, which takes its name from the classic early cartoon.

Sometrics will use the funds to grow its market presence through strategic hires and by boosting its investment in marketing.

Sometrics' technology enables publishers, game developers and advertisers to analyze user data and better target their audience. It develops tools that allow clients to manage ad inventory across social web platforms, optimize campaigns through audience analysis and targeting, and gain 'social intelligence' about the performance of those campaigns through detailed analytics.

Steamboat invests in digital media, consumer and technology companies in the US and Asia. As part of the deal, the firm's MD Beau Laskey will join Sometrics' Board of Directors.

'We gain a wealth of expertise and opportunities through this partnership with Steamboat Ventures,' said Ian Swanson, Sometrics co-founder and CEO. 'This latest infusion of resources will help us continue to expand the ways we can help our clients maximize revenue and customer engagement.'

The firm, which is based in Los Angeles, is online at www.sometrics.com .