Minor advertising networking group, Collective Media, has been making major moves, reports Venture Beat. The company has recently raised US$20 million dollars in a partnership with Accel Partners and iNovia as it continues to impact the online advertising sector.

The 19th largest ad network in the U.S. has succeeded via focus on leading brands and advertising in top 500 Web sites, Collective chief executive Joe Apprendi told Venture Beat. Collective has made use of the leading branding technology Personifi, which targets behavior context and demographics. This has allowed the smaller company to compete in the unsold and unreserved online adspaces, the same arena as much larger well known companies such as Yahoo, AOL's Platform A, and Microsoft Media Network.

Based in New York City with offices in Boston, Chicago, Dallas, Detroit, Los Angeles and San Francisco, Collective said it had a revenue growth of 200 percent last year and increased gross earnings by 333 percent.

The company plans to spend the capital on growth acceleration, technological development and will look into acquisitions.

Major financial sponsor Accel partners has expressed faith in the digital media and advertising sector. Partner Richard Wong told Venture Beat that the company had made a number of investments in online companies at different stages of development, including Facebook, Glam, Trulia, Admob, Yume, OpenX.