Creative analytics platform VidMob has raised $50m in a Series C funding round that included investment from the likes of Adobe and Shutterstock.

VidMob will use the round – which takes the total it has raised across rounds to almost $100m – to support its global expansion, new eCommerce initiatives, ongoing investment into advanced technology, and data science.

“Every other area of enterprise operations has been positively impacted by software platforms – increasing efficiency and using data to bring intelligence to decision-making,” said Alex Collmer, Founder and CEO of VidMob. “This financing and these new relationships will be a powerful accelerant in our commitment to build and deploy a platform that helps marketers transform for the needs of the future, while respecting the irreplaceable role of human creativity and never losing sight of our mission to evolve creativity for the better.”

The round includes participation from Adobe; Shutterstock; Drive by DraftKings, the sports betting company’s venture capital firm; the Spruce House Partnership; Prefix Capital; BuildGroup; Interlock Partners; Macanta; and industry and tech leaders such as Michael Kassan, Nick Brien, and Thomas Tull.

César Melo, former president at Mondelez and PepsiCo, CEO at Foster Grant, and VP at Colgate-Palmolive, has also invested in VidMob and will join the company’s Board as an Advisor.

“As a commercial leader, I was always looking to create a more efficient content ecosystem in which faster, smarter, data-informed and more cost-effective content could be created to surround the consumer around the world and build brands differently,” said Melo. “When I discovered VidMob while trying to do this at PepsiCo, I was blown away by the combination of talented human creativity and technology.  And the more I see, the more I like.  VidMob is creating a new category, ‘Intelligent Creative’.”