Gigya, which powers a social interaction layer for business websites and apps, has raised $15.3 million in a new round of funding from Advance Publications, Mayfield Fund, Benchmark Capital, DAG Ventures and Adobe.

Patrick Salyer, CEO of Gigya, said the investment will be used to add additional functionality and to further expand.

The company said it now includes ABC, CBS, PlayStation, Pepsi and Verizon among the more than 40 percent of the comScore top 100 U.S. web properties that are its clients. Additionally, it has established a European headquarters in London to support its international growth.

Besides being an investor, Advance Publications is also one of those clients. It publishes more than 125 publications and digital editions worldwide through Condé Nast Magazines, Conde Nast International, American City Business Journals, Advance Newspapers and others.

Gigya’s product suite features three primary components: Social Identity management, for integrated registration and permission-based data optimization; Social Gamification, which increases engagement and time spent interacting; and Ratings & Reviews.

“Facebook’s dominance has firmly established social as the language of the web, and with Gigya, businesses can now interact with their customers in the same rich and personal way,” said Navin Chaddha, managing director of Mayfield Fund. “By offering complete, SaaS-based social infrastructure, Gigya has gained mass adoption and its business has exploded. We are thrilled to be funding such an innovative and flourishing company.”

Related links:

Gigya – official site

Gigya – press release

Forbes – Gigya Raises $15.3 Million With New Investor Advance Publications

VentureBeat – Gigya, the startup that adds social to brand name apps, gets $15.3M

Vator News – Gigya nabs $15.3M for SaaS social management

GigaOm – Eyeing international growth, Gigya raises $15.3M

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