As Los Angeles gains international recognition as a technology hub, digital companies are moving into town. But not all of them are flocking to Silicon Beach.

Glow Digital Media, a London ad tech company, announced Thursday that it is opening its U.S. headquarters in Pasadena.

The company, which runs ad campaigns through Facebook, has moved into offices on the campus of incubator Idealab. The company plans to have more than 10 U.S. employees by the end of the year.

“We like to stay nimble and lean and really focus on growing our business from a profitable perspective and in line with our customer base,” said David Wamsley, head of Glow’s U.S. operations.

Wamsley said Glow could have opened an office in Silicon Valley, but wanted easy access to L.A.’s ad tech community.

Ad exchange OpenX has a significant presence in Pasadena. A number of other online advertising companies, including Rubicon Project in Santa Monica, have created a strong ad tech industry in town.

Glow on Thursday also announced $1.3 million in seed funding, which allowed for its expansion in the United States.