Ad software startup Burt closes new funding to expand internationally

Former TechCrunch 50 company Burt, which creates software for ad agencies, has closed €1.6 million ($3m) in funding. Swedish investor Industrifonden, which took QlikTech to IPO, lead the round. Burt founders, Gustav and Gustav Martner, along with the investment firm Tornstaden are also throwing in €2.2 million. The funds will be used for international expansion and developing Burt’s ad analysis platform, Rich.

In the last 6 months Burt has grown from 5 people to almost 30, and will be adding another 15-20 people in Sweden, UK and US later this year.

Billed as an ‘Omniture focused on web ads’ not sites, Rich is a platform aimed at helping brands and ad agencies to measure and analyse online advertising by looking at where ads are displayed and which ads have been seen by users. Burt says they’ve hit 10 billion managed ad impressions across their three products.

Von Sydow told us they had aimed for $1.5m but decided to raise more after seeing strong traction for the platform.

So far they’ve just released a lightweight agency version of Rich in public, but will release versions for advertisers and publishers after concluding pilots for advertiser and publisher facing versions this Summer.