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Looks like ad tech providers are having funds coming from every direction. Today another such firm, Peer39 took its total funding to $22 million as it announced the closing of Series C round that brought it $10.5 Million. The funding came from its existing investors Canaan Partners, JP Morgan, Silicon Valley Bank, Dawntreader Ventures and led by Evergreen Venture Partners. Peer39 started off as an independent ad network and eventually changed its strategy to leverage its own semantic ad platform. All that the publishers need to do is add Javascript to their site and each time a page loads, Peer39 analyzes the data and displays ads that most relevant. Such a workaround maximizes the chances of making profits for each ad displayed.