SF-based advertising analytics startup WideOrbit has received $9.5 million in a fourth round of funding, VentureBeat reports. Mayfield Fund led the round, which isn’t closed—as the firm is hoping to wind up with a solid $10 million. Existing backers Khosla Ventures, Greycroft Partners and Hearst Ventures also participated. The firm provides Web-based online ad sales, trafficking and billing software, and raised $14.5 million in its last round, in February; bringing its total raise to $35.5 million.

SEE ALSO: Online Ad Sales Software Maker WideOrbit Raises $14.5 Million Third Round

Update : WideOrbit has closed the round at $10 million, bringing its total raise to $40 million. The company plans to use the funds for tech development, among other things. It has announced it officially, here.