Greycroft and iNovia back Tagman

Ellie Pullen
23 August 2013

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Greycroft Partners and iNovia Capital have led a $5m funding round for UK-based Tagman, a global tag management system (TMS) provider.

A number of digital media investment firms, as well as Silicon Valley Bank, invested alongside the firm's two existing backers.

The fresh funding will be used to finance the expansion of its partnership programme, Stream, which launched last October. According to Tagman CEO Jon Baron, Stream has grown by 200% so far this year.

Previous funding
Tagman initially received seed funding in 2010, netting $1.3m from Cambridge Angels and the London Business School Enterprise 100.

In January 2011, Greycroft and iNovia both took part in a $2.25m series-A round alongside angel investors, with Greycroft acting as lead. The funding contributed in this round was used to finance the opening of Tagman's New York office.

The two firms then contributed $5m in a series-B round in October of the same year.

Company
Founded in 2007, Tagman is headquartered in London with an additional office in New York and employs approximately 100 staff. The company provides TMS, marketing data and marketing attribution services, designed to improve website performance and control marketing tags. Tagman's technology allows marketers to analyse a customer's path to purchase and the impact of advertising.

The company's partnership programme, Stream, provides real-time, tag-enabled data collection and cross-channel marketing data. The product is used by application providers, marketing and analytics agencies, and e-commerce platforms.

Tagman has a customer base of 350 enterprise websites. Clients include Vodafone, Spotify, John Lewis, Virgin Atlantic, The Body Shop, Debenhams, Tivo and Tesco Mobile.

People
Jon Baron is the CEO of Tagman. Ian Sigalow, a co-founder and partner at Greycroft, manages the firm's investment in Tagman, while iNovia partner Geoff Judge does the same for iNovia.