One of the renowned content discovery and audience development firms, Zemanta, today announced the receipt of USD2 million worth of new funding from Union Square Ventures and Social Starts. The funding would assist Zemanta in its goal of investing in native and content based ad-technology as well as expansion of its platform and the cultivation of partnerships to grow its sales and marketing teams.

The firm further announced executive leadership movements, naming erstwhile President Todd Sawicki as its concurrent CEO and co-founder Bostjan Spetic as its new chief product officer. Sawicki would oversee operations as it focuses on native and content based advertising. Spetic on the other hand would build the portfolio products of Zemanta, such as Streams and Circles as well as push for more innovative products for the firm.

According to Sawicki, "Content has become not only the destination but the ad and most importantly, it's working. With our growing suite of products, we are building a smarter content marketing ecosystem that is better for publishers, advertisers and readers. At this point, we have built the tools and technology to pair relevant targeted content that maximizes the value of an audience and will continue on this trajectory of growth. We believe this is the right way to reinforce a brand with the best possible content ads, and what will close the revenue the gap for publishers as readers shift to mobile devices."