LA tech roundup: Upfront raises $280M, Cookie Jam turns Chinese, Fox buys true[x] for $200M, & more

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VideoAmp raises $2.2M to change cross-platform video advertisement purchases

Santa Monica-based VideoAmp has raised $2.2 million in funding. The company’s platform gives advertisers one place to buy, measure and optimize video ads on television, mobile and desktop. As digital advertising spending is increasingly split across platforms, VideoAmp believes it can help marketers better weigh performance and double down on successful campaigns. Investors in the latest round include ZenShin Capital, Wavemaker Partners, Simon Equity Partners, and Anthem Venture Partners.[VideoAmp raises $2.2M to change cross platform video ad purchases: Built In LA]

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SERVIZ raises $12.5M to disrupt home services in 20 new cities

SERVIZ, an on demand home services website, has just raised a $12.5 million Series B round. The site has raised $20 million to date, and is trying to change the home services industry by independently contracting with plumbers, electricians, and handymen and selling their services online under the SERVIZ name and at a transparent price. Because home service providers often hide their costs so they can price gauge, many customers believe they are getting a raw deal. SERVIZ said it undercuts price gauging by operating at 20 to 30 percent margins. The Series B round was led by PointGuard Ventures with participation from Andy Sheehan, Jeff Stibel, and SERVIZ founders, Zorik Gordon and Michael Kline.[SERVIZ raises $12.5M to disrupt home services in 20 new cities: Built In LA]

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Upfront Ventures raises new $280 million fund

Upfront Ventures, the Santa Monica-based venture capital firm that invested in Maker Studios, Factual, and TrueCar has just raised a $280 million new investment fund. This new fund is the VC’s fifth since it began and is 40 percent larger than the firm’s last, which was raised less than two years ago. The new pool of investment capital comes as the Los Angeles tech industry continues to heat up and break investment records. Upfront will continue to focus on Southern California, making 50 percent of deals between San Diego and Santa Barbara. [4 things Mark Suster had to say about raising Upfront Ventures' new $280M fund: Built In LA]

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SGN launches Cookie Jam into China: it was not easy

Fresh off being named Facebook’s Game of the Year, Cookie Jam is launching in China. The game’s creator, gaming studio Social Gaming Network(SGN), has partnered with Chinese Internet company NetEase to tailor and launch the popular matching game to Chinese audiences. The gaming studio chose to partner with NetEase because of the complexity of the Chinese market, citing 15 app stores, technical issues with mobile phones used in China, and a need to tailor the game to the Chinese language. However, despite the local customization SGN CEO Chris DeWolfe said: “It feels like there is a big appetite for American culture in China.” [SGN launches Cookie Jam into China: it was not easy: Built In LA]

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21st Century Fox buys interactive ad startup true[x] for $200M

Choose your own interactive advertisement startup true[x] has sold to 21st Century Fox for a reported $200 million. The company’s product allows video viewers to either watch normal pre-roll advertisements or to opt-in to an interactive advertisement. Previously, CEO Joe Marchese spoke with Built In LA to explain why there is so much waste in advertising and how true[x]’s pay for engagement model improves things. Despite being acquired by 21st Century Fox, TrueX will continue to operate as an independent company and will work with media companies across the industry. [21st Century Fox to Acquire Ad Tech Firm TrueX for $200 Million: WSJ]

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