User-Gen Video Ad Platform ViTrue Raises $10 Million Second Round
Atlanta-based ViTrue, which creates platforms for user-generated advertising campaigns, has raised a $10 million second round led by Dace Ventures. Also participating were previous investors Comcast (NSDQ: CMCSA) Interactive Capital, Turner Broadcasting and General Catalyst Partners. It has now raised more than $12.2 million, as it took in $2.2 million last spring, and an unspecified strategic funding round from Comcast and Turner late last year. The company, whose customers include Proctor & Gamble, TBS and VH1, offers technology that lets users create and edit videos to develop their own ads. It also promises customers “brand safety”, meaning companies don’t have to worry about users creating negative ads. ViTrue owns Sharkle.com, a video-sharing site that also serves as an outlet for ads. Release.