Israeli video ad tech firm Hiro takes $5 million to expand in U.S.

Tel Aviv online video ads facilitator Hiro Media is taking on a $5 million investment to expand its efforts in the U.S..

Hiro makes advertising services for content owners, publishers, syndicators and advertising agencies.

It plans to open a development and support centre in New York to service its U.S. customers.

The Tel Aviv-based company recently hired former IPG group CIO Jim Mazarrella to grow its U.S. sales.

It is the latest investment in an Israeli digital media business this week, after Dragonplay, a developer of free-to-play social games for mobile and social networks, raised a $14 million first round from Accel to expand its Facebook and Android games and to start targeting iOS.

Dragonplay, originally seed-funded by Entrée Capital, also fancies making acquisitions of its own.