AdMeld has closed an $8 million round of Series B funding, the ad optimization technology provider said Wednesday. Led by Spark Capital and Foundry Group, AdMeld plans to use the new funding to accelerate its sales and product development efforts. Now, said AdMeld CEO Michael Barrett, “we can focus on solidifying our market leadership among premium publishers, evolving our core product, and completing development on some exciting new products for release in the Fall.”

AdMeld is one among a growing number of startups competing to help Web publishers better manage the sea of ad networks they can now choose from to sell leftover ad impressions. For a share of earned ad revenue, companies like The Rubicon Project, Pubmatic, and AdMeld factor in pricing data, available inventory, and publisher guidelines to determine which ad network is sent an ad impression — work that a publisher’s sales force would otherwise be required to perform. Late last year, AdMeld launched a platform to help publishers maximize revenue from digital ad networks and ad exchanges.

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