Chicago-based digital marketing technology firm BrightTag said Wednesday it has raised $15 million in its third and largest round of funding.
Baird Venture Partners led the round, making it the fresh face of the group. The other investors have participated in BrightTag's previous rounds and include New World Ventures, TomorrowVentures, EPIC Ventures, I2A and Silicon Valley Bank.
New World Ventures, which is based in Chicago, led a $5 million round that BrightTag completed last year. Baird Venture Partners and I2A are also local, though Baird's parent — financial firm Robert W. Baird & Co. — is headquartered in Milwaukee.
TomorrowVentures is the investment vehicle of Google Executive Chairman Eric Schmidt. Eric Lunt, BrightTag's chief technology officer, was a co-founder of FeedBurner, a Chicago technology firm that Google acquired in 2007.
BrightTag Chief Executive Mike Sands said his company will use the fresh financing to expand in the U.S. and overseas, where it is gaining customers. BrightTag, which recently moved into new offices in River North, plans to boost its staff to 50 from 35 this year, with most of the new hires in technology and sales.