Effective Measure lands $4m investment from US firm

Effective Measure, an internet company focused on measuring the Middle East's online audiences, has attracted a $4m investment from an American venture-capital fund, the National has reported. The company, which works with website publishers to create audited visitor numbers that can be given to advertisers, has offices in Sydney and Dubai. Scott Julian, the chief executive at Effective Measure, said the funding would be used to launch products. The investment came from Rho Ventures, a fund that invests primarily in technology, healthcare and energy companies.