VideoAmp, a Sawtelle-based adtech company, has received $150 million in series G funding.

The round was led by New York-based Vista Credit Partners. Vista Credit is a subsidiary of Vista Equity Partners, which is based in Austin.

VideoAmp provides measurement, data and software products to the advertising industry designed to more efficiently and effectively allocate media spend.

The funding will help accelerate VideoAmp’s growth and ability to empower content owners, advertisers and their media agencies with an advanced media currency solution that redefines the way media is valued, bought and sold across screens, according to VideoAmp.

Paul Ross, chief financial officer of VideoAmp, said that company has seen explosive growth and customer adoption of its buy-side measurement, optimization and planning tools. 

“We’ve also seen incredible momentum in both the buy- and sell-side adopting our advanced currency solution,” Ross said in a statement. “VideoAmp’s advanced currency is poised to increase advertiser (return on investment) and provide a more accurate way to value a publisher’s content.”

Vista Credit Partners President David Flannery said the firm is committed to accelerating the growth and success of innovative enterprise software businesses with capital solutions and operational support to fit their individual needs.