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Visible Technologies has reeled in an additional $1.5 million, bringing total financing in the maker of social media monitoring technologies to $50.5 million, GeekWire has learned. Advertising giant WPP, an existing investor in the company, added cash in the most recent round.

The financing comes on top of the $4 million venture round that we reported on last month, which included participation from existing investors Ignition Capital and Investor Growth Capital.

Visible — led by former Intelligent Results CEO Kelly Pennock — says that sales jumped 71 percent during the first half of the year. The company helps clients such as Walgreens and Y&R monitor social media channels.

We’ve seen an uptick of activity in recent months in the social media monitoring space, with Seattle’s Banyan Branch attracting $1.7 million in funding; Seattle’s Spring Creek Group acquired by Mediabrands and Seattle’s BuzzLabs acquired by City Grid Media. In one of the bigger deals in the space, bought Radian6 for $326 million earlier this year.

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