Effective Measure bags $4m cash injection

Online monitoring firm Effective Measure has secured an investment of $4 million from US-based venture capital fund Rho Ventures.

EM is currently locked in a battle with monitoring heavyweight Nielsen for dominance in the Middle East online monitoring sector. Despite its smaller size, EM has thus far been holding its own quite nicely against Nielsen – a position this capital can presumably only help.

"We are delighted to have venture capitalists of this calibre and depth who are able to assist with the extraordinary global growth of Effective Measure," said the firm’s CEO and founder, Scott Julian, in a press release.

“These new funds will enable us to extend our leadership position in audience measurement, and deliver enhanced capabilities to web publishers and advertisers alike,” he added.

Rho venture partner David Carlick, who has in the past been involved in companies such as Ask Jeeves, DoubleClick and MySpace, will take a place on EM’s board.