Content monetisation platform Skimlinks has raised a $16m Series C funding round, bringing its total raised to date to $24m.

The London-based startup helps publishers manage affiliate campaigns and allows them to create extra value in their content. If a blog writes about a product, Skimlinks automatically creates a monetisable link that rewards the publisher for any business it creates.

The investment, led by Frog Capital, also includes existing investors Bertelsmann Digital Media Investments, Greycroft, Sussex Place Ventures and Silicon Valley Bank.

Commercial content

Skimlinks’ network of publishers now stands at 1.5m websites and the startup has seen revenue growth of 60% from editorial sites in the past. It now boasts Vox, Time, Gawker, Hearst and Conde Nast as clients.

Founded in 2007, the platform includes 20,000 merchants’ affiliate schemes. The technology capitalises on growing trend of ‘native advertising’, or as Skimlinks dubs it: ‘comtent’.

“Publishers are increasingly turning to content-led monetisation strategies for growth, as traditional digital display advertising rates continue to decline,” explained Iyad Omari, partner at Frog Capital.

“With incredibly efficient technology and deep commerce insight, Skimlinks has become the go-to content monetization partner for the world’s most prestigious digital publishers.”