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Evolution Media Partners Leads Swrve $21.3M Funding Round to Fuel Mobile-Marketing Startup

Swrve also announces acquisition of data-automation firm Adaptiv.io

CAA-backed Evolution Media Partners led a $21.3 million financing round in Swrve, a startup that sells a system for letting mobile marketers better engage with their customers.

In addition, Swrve announced that it has acquired Adaptiv.io, a data-automation marketing startup. Swrve will use the Adaptiv platform to enable mobile marketers to build cross-channel campaigns based on real-time data.

Customers of Swrve, founded in 2010, include Warner Bros., The Guardian, Condé Nast, Microsoft, Glamsquad, Travelex, Salesforce and Oracle. The company’s third round of funding was led by Evolution Media Partners, a joint venture of CAA-backed Evolution Media Capital, TPG Growth and Participant Media, and the Ireland Strategic Investment Fund. Existing investors Acero Capital, Atlantic Bridge, Enterprise Ireland and Enterprise Equity also participated in the round. Swrve had previously raised $24 million; the company said the latest financing together with the Adaptiv.io acquisition bring the value of its Series C round to $30 million.

Swrve CEO Christopher Dean said Evolution Media Partners’ Hollywood connections will help it build clients in the media, entertainment and sports sectors. With the Swrve system, for example, studios can promote upcoming movies in their owned apps and TV networks could let users know about upcoming episodes of shows they might be interested in.

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“We’re looking at our phones 150 to 200 times a day,” said Dean (pictured above). “That’s where consumers are rapidly going, and it’s where they want to interact with brands.”

Swrve said its software-development kit has been installed 1 billion times and that its system handles 8 billion customer-related events per day.

“Swrve solves real problems for real mobile marketers,” Evolution Media Capital managing director Marco DeMiroz said. “We’re thrilled to be investing in Swrve, which is helping to make marketing more powerful, more relevant, more targeted and more effective than ever before, revolutionizing how some of the biggest brands in the world interact with their customers.” With the funding, DeMiroz joins Swrve’s board.

San Francisco-based Swrve, founded in 2010, has about 100 employees. The company has offices in Dublin, Ireland; New York; Prague; and London.

Adaptiv.io, founded in 2007 by execs from the video-game industry, was backed by Evolution Media Capital. With the acqusition, Adaptiv founder and CEO David S. Lee will join Swrve as VP of strategic accounts, entertainment and gaming.

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