According to a public filing, first reported by SoCalTech, Zefr, the YouTube analytics platform, has raised another $5 million in convertible funding. The total raised by Zefr to date, since launching in 2009, is over $65 million with this latest round from majors like MK Capital and U.S. Venture Partners. The investors for this latest round have yet to be announced, though given the amount, it’s likely a bridge from existing investors.
Zefr, which was originally founded as the movie trailer and clips aggregator Movieclips.com, now positions itself as the video tech platform that provides the most robust data about YouTube, for brands, creators, and publishers. It is perhaps most well known for their BrandID product, which helps brands make more intelligent buys on YouTube as well as educates on what influencer trends are happening on the platform. BrandID also gives advertisers access to premium inventory, in a somewhat competitive manner to Google Preferred, YouTube’s own premium offering.
Zefr has also stayed true to its Movieclips roots, with a product called RightsID that manages the often daunting rights management issues for IP owners and licensors on YouTube, much in the way Jukin Media does but with less policing of the content. It’s core business, Movieclips, was bought by Fandango in 2014 for an undisclosed amount, however.
In-market competitors to Zefr include Tubular Labs, OpenSlate, and SocialBlade, who have each carved out respective niches by focusing on brands, creators or multiple platforms, but when one considers the overlap, and the often inconsistent data between then, one is left to wonder who has the best data and who would be the acquisition targets for these companies, especially at valuations in the hundreds of millions. Zefr’s closest direct competitor OpenSlate has taken a fraction of the investment at $6.5 million to date. Tubular Labs, which has recently expanded its business to include Facebook video data, has taken $22 million in half the time as Zefr.
Zefr was founded and is still run by Zach James and Rich Raddon.