As the web becomes an ever more crowded landscape of things battling for your attention, we’re seeing an increase in marketing spend from companies to help capture it, and that in turn is leading to a rising tide for marketing technology startups building solutions to do just that. Today, Yieldify, a London-based company that builds tools to increase conversions on sites and through email campaigns, is announcing a new round of $6 million to continue building out its products. At the same time, it is appointing a new chairman, John Giuliani, an industry veteran who most recently sold his company Conversant to Alliance Data for $2.3 billion.
Giuliani is also one of the backers in this round of funding, along with a new VC called Binomial Ventures, where one of the partners, Konstantin Stiskin, had previously invested in Yieldify’s seed round.
You might recall that Yieldify was one of the first investments made in Europe by GV, which partnered with Softbank Capital to invest $11.5 million in the startup back in 2015. Other previous investors included Hoxton Ventures, Robin Klein via Index Ventures and Data Point Capital (where Giuliani is a partner).
None of these past investors are part of this latest round, although they remain investors in the company, CEO and founder Jay Radia told me.
The new investor names may not be too surprising: most of the above list has gone through some pretty large shifts in recent times. GV (formerly Google Ventures) has increased its focus on life sciences and AI; Softbank Capital is no more and that fund (through partner Joe Medved) is now managing past investments from Lerer Hippeau; Robin Klein left Index and is now at Localglobe.
Yieldify itself, meanwhile, has been in the news in the last couple of years more for drama rather than its own state of business. A competitor out of the U.S., Bounce Exchange, sued the company for IP infringement, Yieldify fought back and in the end the two settled confidentially. At the same time, the company laid off 10 percent of staff. It’s now at 120 employees.
Now, with all of this behind it, Yieldify is getting back down to business. Radia said that year-on-year growth has been at 174 percent on average for the last four…