• by Tyler Loechner  @mp_tyler, October 30, 2014

Visible Measures, a Boston-based ad tech firm that launched a demand-side platform (DSP) earlier this year, on Thursday announced it has closed a $7 million investment round with participation from General Catalyst Partners, Mohr Davidow Ventures, DAG Ventures, Northgate Capital, Commonfund and Advance Publications.

Visible Measures’ DSP, called Fabric, is geared for video and native advertising. The company, which positions itself as a content ad firm, recently plugged into three native supply-side platforms (SSPs) for supply: TirpleLift, DistroScale and AdsNative.

Brian Shin, CEO and founder of Visible Measures, said in a statement that the company will use the funding to continue investing in content advertising, including its programmatic platform.