Display ad marketplace Traffiq has raised $10 million in a second round of funding from new investors Grotech Ventures and Greenhill SAVP, along with existing investor Court Square Ventures. The company’s marketplace lets ad buyers negotiate and buy ads directly from publishers, including WhitePages.com, Scripps Network, and Shopzilla. Traffiq goes to great length to distinguish its service from traditional ad networks—or even ad exchanges—saying its platform gives buyers and sellers much more control over the entire process.

The company announced a new version of its platform in November—dubbing it a “marketplace”—which lets ad agencies manage multiple clients and campaigns and track additional performance metrics. New funds will be used to enhance the company’s platform and boost sales and marketing. Release

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