Specific Media plans to expand beyond display ads

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Specific Media places ads that reach 72 percent of the U.S. online audience, or around 130 million Internet users, according to comScore. In June, 2006, Specific Media received $10 million in funding.

A recent investment of $100 million, from private equity firm Francisco Partners, will enable Specific Media to expand its platform and go searching for acquisitions in the fields of online video, search and text marketing.

“We’re looking at other ad formats that we can bolt on to our platform and that can leverage the large amount of behavioral data we already have,” said Specific Media’s CEO Tim Vanderhook, via Clickz.

Specific Media currently sits behind Advertising.com, and ValueClick in terms of ad networks traffic.

“As Specific Media’s network increases, brand advertisers are the biggest winners,” said Vanderhook. “Our continued growth and success demonstrate that our Premium Network, combined with our advanced targeting technologies, consistently deliver highly relevant ads to consumers and top results to brand advertisers.”

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Kristina Knight is a freelance writer with more than 15 years of experience writing on varied topics. Kristina’s focus for the past 10 years has been the small business, online marketing, and banking sectors, however, she keeps things interesting by writing about her experiences as an adoptive mom, parenting, and education issues. Kristina’s work has appeared with BizReport.com, NBC News, Soaps.com, DisasterNewsNetwork, and many more publications.