Datalogix announced today it has closed a $45 million equity financing round. The announcement comes a few days after a media report that Datalogix is working with investment banks to prepare for an upcoming initial public offering.
The Westminster, CO-based company collects information about real-world retail sales and other customer data and sells that information to advertisers who use it for digital marketing campaigns.
The goal of Datalogix is to tell brands whether their online ads result in real world purchases. Its data also can be used to target customers with online campaigns.
Datalogix will use the funds to expand its suite of audience and measurement products for a growing list of customers, it said in a release. That includes 77 of the “Ad Age 100” top advertisers along with Facebook and Google. Annual revenue has grown more than 50 percent over the last year, the release said.
“We see a growing opportunity to enhance marketing by tightening the connection between media exposures and consumer product purchases, and this funding will be put to good use in building the dialog between brands and their best customers and prospects,” Datalogix CEO Eric Roza said in the release.
A spokesperson for Datalogix said the company would not be releasing additional information or making executives available for interviews.
Datalogix’s database includes information about almost every U.S. household and more than $1 trillion in consumer transactions, its website says.
Wellington Management Company led the round. Existing investor Institutional Venture Partners joined the round and increased its ownership stake in the company. IVP led Datalogix’s $25 million Series B round last year.
All told, Datalogix has raised more than $85 million, according to SEC documents.
Earlier this year, renowned venture investor Jim Breyer invested an undisclosed amount in Datalogix through his firm Breyer Capital and joined the Datalogix board. The spokesperson said the $45 million round does not include Breyer Capital’s investment.
General Catalyst, Sequel Venture Partners, and Costanoa Venture Capital also have invested in Datalogix.
Datalogix reportedly is considering an initial public offering that might take place this year, according to the Wall Street Journal. The story, citing “people familiar with the deal,” said it could raise about $75 million, but that the company has not settled on a market value or when the IPO would take place. Datalogix has talked with Goldman Sachs, Deutsche Bank, and Barclays about the IPO, it said.
The story also said Datalogix is among the nine so-called data brokers being investigated by the Federal Trade Commission. The FTC is looking at the companies’ business and privacy practices, and its investigation is expected to conclude this summer.
