RollUp Media has closed its Series A funding round through a deal led by venture capital firms Arts Alliance and PROfounders Capital.

The funds will be used to further develop the digital publishing company’s content production platform which it says connects independent publishers, advertisers and writers.

London-headquartered RollUp Media was founded in 2011 by a team comprising of former Google, DoubleClick, Brightcove and Lycos professionals. Chief executive Ben Regensburger was formerly president of DoubleClick International before its acquisition by Google.

It’s last funding round was completed in July 2012 when Arts Alliance led a €1.2 million transaction.

The business, which also has a base in Sydney, Australia, is set to launch UK and Australian websites for parenting brand What to Expect When You’re Expecting.

Regensburger says, ‘This funding helps us accelerate development of our content production platform, particularly our native advertising solutions.

‘We are in beta on this and excited about how this will change agencies’ ability to curate and distribute content.’

According to RollUp Media it has now secured €3.5 million of funding taking into account previous rounds.

Rogan Angelini-Hurll, general partner at new backer PROfounders Capital, comments, ‘We are excited to invest in RollUp Media – they are well positioned to add significant value to independent publishers, advertisers and writers.

‘We are backing an experienced team with a strong focus on creating win-win for publishers and advertisers.’

While London-based Arts Alliance has previously backed business including snack service Graze.com and smartphone music application Shazam, RollUp Media also joins a PROfounders Capital portfolio which includes furniture retailer Made.com and Stelios Haji-loannou-founded easyCar.com.