Marketing data platform provider, TagMan, has topped up its rainy day fund with the addition of $5 million. The money has come from Greycroft Partners, iNovia Capital and Silicon Valley Bank.

Stream, launched in October last year, is set to be the main beneficiary of this extra capital. TagMan has plans to ramp up the growth of this tag implementation programme, which already has 300 global partners.

Certified partners can use Stream for real-time, tag-enabled data collection and cross-channel marketing data. TagMan has made the programme available to application providers, marketing and analytics agencies as well as CRM, marketing and e-commerce platforms.

International Expansion

Other than Stream, TagMan also revealed its intentions to use the cash to grow the company’s international customer base. Information was scarce on whether this might mean adding to the company’s London and New York offices.

Ian Siglow from Greycroft thought that TagMan, which received $2.25 million in the beginning of 2011, was worthy of the funds, but made no mention of attribution companies’ importance as they become the gatekeepers to advertisers’ coffers.

“TagMan’s focus on facilitating beneficial relationships between marketers and their vendors is resonating with the entire digital marketing ecosystem,” Sigalow said. “We are delighted that TagMan is building a world-wide organisation to bring its solution to marketers around the globe.”