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Wicket Labs CEO Marty Roberts.

Wicket Labs has raised more cash to help grow its technology that gives online video providers more data about their audience.

The Seattle startup reeled in a $2.8 million round led by West River Group. Madrona Venture Group and Divergent Ventures also participated. Total funding to date is $5 million.

Founded in 2016, Wicket Labs gives media and entertainment companies a “Wicket Scorecard” that shows how streaming content viewers choose what they watch, switch from different clips, feel affinity for a brand, and more. The idea is to use this information to help attract additional customers as more and more people consume streaming video.

“As media companies recognize the need to move to a data-driven decision process to compete with Netflix, Amazon, and Hulu, their first challenge is aggregating data from the myriad of internal and vendor systems,” Wicket Labs CEO Marty Roberts said. “The Wicket Scorecard harmonizes this data from the various systems employed by our customers and visualizes the data to tell a story throughout the audience lifecycle.”

Wicket Labs has nine customers and pilots with companies like Motor Trend, Pure Flix Entertainment, UP Entertainment, and other TV networks.

Roberts was previously co-CEO of online video management service thePlatform, which was acquired by Comcast in 2006. He originally launched Wicket Labs with Ian Blaine, who co-founded thePlatform, as a middleman between premium video production companies and the multiple third-party API vendors they use to deliver their content to a viewer. The startup has shifted to providing audience intelligence data.

Wicket Labs employs 15 people. Anthony Bontrager, principal at WestRiver Group, will join the Wicket Labs’ board as a result of the funding.

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