Persado Gets $15M Led By Bain To Persuade The Ad World To Turn To Their Persuasion Marketing Technology

Persado, an ad-tech spinoff of digital marketing firm Upstream that specialises in “persuasion marketing”, has picked up a round of $15 million, which it will use to establish a new headquarters in New York to add to its London base; invest in R&D; and persuade ad agencies and brands to use its technology to help sharpen their digital media efforts. Current customers already include Skype, Badoo, the mobile carrier TIM plus several other tier-one carriers that Persado says it cannot disclose. Bain Capital Ventures led the funding in this Series A round, with participation also from TL Capitol. Some $34 million has been invested in Persado to date. Upstream has invested around $19 million of its own funds to create and launch Persado as a division, which was invested gradually between 2010 and 2012. When the division was spun out at the end of 2012, another $15 was invested at that time. In this current round, $14 million came from Bain with the last $1 million from TL Capitol. As background, ...

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