Digital media platform Martini Media has raised $13 million in venture capital led by Granite Ventures, with participation from existing investors Reed Elsevier Ventures, Silicon Valley Bank and Venrock. Martini will use the new funding to continue commercializing its proprietary analytics, targeting products, differentiated multimedia and social media formats.

Martini Media describes itself as targeting “affluencers,” the audience with the most money and influence online, specifically the American consumers with household incomes over $100,000. Its network includes more than 1,000 publishers across multiple lifestyle and business verticals, which the company said reach over 90 million global consumers. The company recently launched MartiniLive, a private advertising exchange, and the home of the IAB “rising stars” unit , which Martini said was the first to bring interactive ad units to niche content sites. Additionally, Martini Media acquired B-to-B and lifestyle platform TDP Media in July.

“Since our original investment, the Martini team has executed against its strategy of owning the affluent marketing channel by aggregating the most relevant audience, capturing the most comprehensive audience data and engaging them with the richest multimedia formats,” said Chris McKay, managing director at Granite Ventures. “It’s clear that Martini is reinventing advertising by targeting the consumers with the most money and influence, thereby driving meaningful ROI for its clients.”

Headquartered in San Francisco, Martini Media has offices in New York, Chicago, Detroit, Los Angeles, and London.

Related links:

Press release –