Previously a division of Dentsu-owned Aegis, IgnitionOne was spun off last year. It now employs 450 in 10 countries, and has sought to position itself as a Software-as-a-Service platform for a range of digital marketing channels – including optimized paid media, marketing automation and lead generation. About 70% of its revenue comes from SaaS contracts and 30% from managed services, Margiloff said.
Agencies including 360i and GroupM work with it on behalf of clients General Motors, Bridgestone, La Quinta and Fiat.
The round will also support sales and marketing activities. ABS Capital Partners and Brown Savano joined SoftBank in the investment.
"The capital is to continue to look for M&A targets that fill out white space missing today in the platform," said Margiloff. "The connection of pieces is quite interesting. We're dealing with both sides of the space that deals with advertising and marketing. From media channels at top of funnel down to DMP capabilities."