Visible Measures has raised $10 million in a third round, bringing the total funds raised to date to $29 million. The round was led by Northgate Capital and included previous investors General Catalyst Partners and MDV-Mohr Davidow Ventures. According to the press release, the funds will go mostly to marketing and product development.

SEE ALSO: Visible Measures Gets $13.5 Million Second Round; Acquires Vidmeter For Video Tracking

Visible Measures, founded in 2005, analyzes the performance of video advertising for publishers and advertisers. Founder and CEO Brian Shin launched several startups that were acquired by companies that include Medsite Inc. (now WebMD) and marketing-services company MSGi.