Investors have cooled on ad tech. But they seem to be shifting their attention to companies promising to make TV advertising function more like digital advertising.

The TV ad software startup VideoAmp has raised $21.4 million in new series B round. That brings the company’s total funding to $36.6 million.

The new funding round was led by Mediaocean, a company that provides software to many ad agencies for billing and other functions. Other investors included the German media firm RTL Group as well as StartUp Capital Ventures.

In the past few years, advertisers have shown increasing interest in using data and technology to target specific audiences on TV, much like they target people who’ve recently visited e-commerce sites or searched for products with highly specific ads...