Internet advertising company Social Reality has announced $25 million in committed financing, a portion of which went toward acquiring New York digital ad firm Steel Media.

A $20 million credit facility was provided by Chicago asset management firm Victory Park Capital. Siskey Capital and other existing investors financed an additional $5 million of new equity for the downtown Los Angeles company.

Terms of the buy were not disclosed. Steel Media’s Richard Steel and Chad Holsinger will join the combined entity as president and chief revenue officer, respectively. Social Reality Chief Executive Christopher Miglino will remain at the helm.

Social Reality’s automated digital platform includes social media tools and real-time bidding markets. Steel Media provides digital ad inventory to brands and ad agencies. The privately held company services 30 of the Fortune 100 companies and is expected to pull in $10 million in revenue this year.

“With the enhanced revenues and positive operating cash flow from this acquisition, combined with increased leverage and ability to reach into new markets, Social Reality is well-positioned for long-term growth,” Miglino said in a statement.

Staff reporter Melissah Yang can be reached at [email protected]. Follow her on Twitter @MelissahYang for the latest in L.A. tech news.