“These new funds will enable us to extend our leadership position in audience measurement and deliver enhanced capabilities to Web publishers and advertisers,” CEO Scott Julian wrote in a prepared statement. Rho partner David Carlick will join Effective Measure’s board of directors.

The company’s clients include General Motors and Emirates Group.

David Carlick, venture partner at Rho Ventures, will join Effective Measure’s Board of Directors. Mr. Carlick has extensive experience in the field of digital media and marketing, with past board appointments including Ask Jeeves, DoubleClick, International Network Services and Intermix Media (MySpace).

“We are excited to be involved with this talented team, in this emerging set of markets,” said Mr. Carlick. “The global online advertising business is growing rapidly and Effective Measure is going to provide increasing validation and momentum for that growth in the markets we serve. This investment is part of a broader continuing effort at Rho to support emerging startups in the new media space.”