TagMan, which develops online tag management systems to help website managers more effectively track how they get traffic, has raised $2.25 million in a Series A round led by Greycroft Partners, the company announced today. iNovia Capital and Angels also participated in the investment. The new round supplements an earlier $2.1 million capital raise spearheaded by Cambridge Angels and the London Business School E100.
Greycroft, which has offices in New York, is getting a board seat out of the deal. Seth Brody, formerly a group vice president and general manager at Orbitz, will represent the firm at TagMan. O2′s Sean Gregory also joins the board, as does Advertising.com founder John Taysom, who will represent Cambridge Angels.
New York and London-based TagMan offers software that endeavors to help advertisers properly attribute traffic to sources, facilitating better understanding of how customers land on their sites. The idea is to remove duplicate payments to multiple advertisers and create a more efficient market in the ad space.
mtaylor [at] observer.com | @mbrookstaylor