Sharethrough, an advertising startup that specializes in “native ads,” has raised $10 million in new venture funding. The round was led by British Sky Broadcasting, the U.K. pay-TV provider that’s essentially managed by Rupert Murdoch. His company, 21st Century Fox, owns 39 percent of BSkyB, and its board is filled with Murdoch allies, including son James.
The funding also includes previous investors Floodgate, Elevation Partners, North Bridge Venture Partners and Silver Creek Ventures.
As part of the investment, Sharethrough will provide all of the native advertising for Sky’s media properties, which includes Sky Sports.
CEO Dan Greenberg says his company has been profitable for the past year, and that Sharethrough, which specialized in video ads at launch in 2008 and now offers other forms of native advertising, will use the money to grow from 120 employees to more than 200. The company raised $17 million in January.
This article originally appeared on Recode.net.