Ad insertion vendor This Technology gets $7.5 million financing boost

Dynamic video ad insertion software provider This Technology has received a $7.5 million financial boost thanks to a Series A financing round led by General Catalyst Partners. This Technology said it will use the money for "general corporate purposes, including expansion of [its] market-leading development and support resources."

This Technology provides software for cable operators and programmers to manage metadata, ad space and interconnects and thus allows advertising rights holders to define and control content supply and advertising opportunities. The software supports VOD, network DVR, IPTV and mobile devices, the company said, and "empowers the advertising industry to efficiently manage dynamic ad insertion across all new video applications where management of shared inventory is a core business requirement."

Comcast (Nasdaq: CMCSA), Verizon (NYSE: VZ), NBCUniversal and ABC all use This Technology's ad insertion software, the company said.

General Catalyst Partners' Managing Director Neil Sequiera, named to This Technology's board of directors as a provision of the financing, said the company has "brought a smart mix of products to market, proving itself viable to an extremely discerning customer base and achieving profitability."

Those attributes, he said, are "exactly the kind of entrepreneurship and track record we look for when making growth equity investment and we're confident that additional resources will enable This Technology to continue delivering innovative solutions that will dominate the market."

This Technology was founded in 2006 with the goal of helping service providers deliver advertising in a changing IP-based multiscreen video environment.

"This Technology has its customers to thank for creating an environment where a bootstrapped company like ours could learn, grow and thrive based on having the right ideas and a solid execution strategy," This Technology CEO Jeffrey Sherwin said.

For more:
- This Technology issued this press release

Related articles:
Comcast, Verizon deploy dynamic ad-insertion technology from This Technology
Time Warner Cable, Cisco, Edgeware veterans join ad insertion firm This Technology