Mobile ad tech company S4M has raised $12m in a series B funding round to accelerate its technology developments, focusing on real-time features to measure traffic and sales into stores.

The round was led by Sofiouest and included participation from existing investors Bpifrance and Entrepreneur Venture. It brings S4M’s total funding to $20m, having raised $8m from Bpifrance and Entrepreneur Venture back in 2015.

The company’s Fusio ad platform is aimed at bridging online and offline investments through real-world metrics attributed from digital ad campaigns – displaying foot traffic into stores in real-time. It is said to have the ‘most independent third-party measurement integrations in the market’.

“Our store visit metrics are delivered by various partners to ensure that we are not judge and jury on our campaign results and effectiveness,” said Christophe Collet, CEO of S4M. “Clearly the industry is shifting paradigms in terms of attributing media ROIs and this new funding will allow us to be at the forefront of this disruption.”

Since being founded in 2011, S4M has built an international company with eight offices around the world and 160 employees. It has worked with brands like Renault, L’Oréal, Pernod Ricard, and Levi’s. And picked up several awards at our Effective Mobile Marketing Awards for its work with Subway France last year.