Martini Media Gets $14 Million in New Round of Financing

Ad network looks to invest in data, programmatic buying

Martini Media is in the money.

The digital advertising network focused on affluent Web users announced on Tuesday that it has raised $14 million in new funding. The investment will "accelerate" Martini Media's "aggressive growth strategy," per the company.

Martini Media CEO Skip Brand told Adweek that the company is looking to use the money to build out its data scientist and engineering talent pool and invest in premium programmatic and ad buying technologies.

Programmatic is an increasingly lucrative business for Martini. In 2014, Brand predicted, more than half of the company's revenue will be generated via programmatic channels. This year that figure is about 30 percent, he said.

As the company's name might suggest, Martini Media is focused on reaching moneyed audiences. The company's publishing partners include Forbes, Kayak, Fodor's,, The Daily Meal and Salon. In line with that high worth audience, Brand also said that tablets are an area of growth for the ad net. "We think there's a lot more branded opportunities as the tablet continues to grow rather than [direct response]."

Leading the company's latest investment round was Venrock, Granite Ventures, Reed Elsevier Ventures and Silicon Valley Bank, per Martini Media.