Marketing Technology Startup Closes $9 Million

Affinio, an award-winning marketing intelligence platform, announced the acquisition of $9 million in Series B financing. Social Starts and Whitecap Venture Partners participated in the round.

Affinio’s algorithm analyzes audience relationships, grouping individuals into “passion clusters” based on member affinities and the people, topics, and brands that these individuals choose to connect with. Its graph engine is optimized for I/O efficiency and maximizing processing speed on solid state drives.

The company said its latest funding round will go toward product integrations with data management platforms and demand-side platforms, as well as with data brokers that aggregate store transactions.