Volition Capital

Linkby, which connects brands with publisher content that advertisers pay for based on reader engagement, announced its $15 million Series B on Tuesday.

Screenverse plans to add about 20 employees over the next 12 months with the help of its new cash reserve. The company also earmarked a portion of its funding for enhancing its publisher suite.

The acquisition should help Aditude expand its footprint in the gaming vertical. But the main rationale, from Aditude’s perspective, was CPMStar’s already-established direct sales business.

Aditude plans to spend the money doubling its headcount and enhancing its cloud-based prebid wrapper and other publisher tools.