Pasadena-based OpenX Technologies , a developer of ad serving software for web publishers, said this morning that it has raised $10M in a Series C funding round. According to the firm, the new round was led by DAG Ventures, and also included prior investors Accel Partners, Index Ventures, Mangrove Capital, First Round Capital, and Jonathan Miller. OpenX's software and services are used by online publishers The firm said the new funding will go to expand its advertising technology, products, and services. The funding brings the company's total raised to over $30.8M.

Pasadena-based OpenX , which develops open source, ad serving software, said Tuesday that it has launched a new version of its software. OpenX is venture backed by DAG Ventures, Accel Partners, Index Ventures, Mangrove Capital, First Round Capital, and others. READ MORE>> ...Tags: Tags: openx open source advertising software network publishin Among updates to the software, the firm said that software now provides better statistics on advertising, more streamlined install and upgrades, and a new wizard for generating advertising tags.

Venture capital firm First Round Capital , the early stage venture fund whose Managing Directors include Idealab's Howard Morgan , said last night that it has created its own startup exchange fund, a fund which allows the founders of the firm's various startups to diversify their investments and share in the success of the company's portfolio. First Round Capital said the new fund is only available to its portfolio firms. The fund allows founders of First Round Cpaital's portfolio firms to contribute some of their equity into a central pool, and share in any exit success of others who also participate in the fund.

This one from First Round Capital, an takeoff of the popular YouTube Where the Hell is Matt video: However, a bunch of Southern California firms do make an appearance on First Round’s video, including Marina del Ray’s BiggerBoat ; Santa Monica-based MoVoxx ; San Diego’s Kidzui ; Dayak , also in San Diego; GumGum , in Santa Monica; Pasadena-based OpenX ; Los Angeles-based TechForward ; and Transpera , also in Santa Monic The annual VC Christmas video greeting card trend — which seems to be a point of pride in Silicon Valley — oddly, hasn’t made it to Southern California, the land of Internet content startups and Hollywood.

OpenX ( $10M ) - online advertising Tags: Venture Capita In what can only be a strange alignment of the stars, Southern California’s three venture announcements today are all companies with “X” in their name: X1 Technologies ( undisclosed ) - enterprise search software Ophthonix ( $25.9M ) - medical devices/visual correction

The combined list of companies have raised in aggregate of well over $1B of capital and employ 2000+ people in Southern California. This list is ranked in order of capital raised from investors. Total Funding: $150M Investors: Oak Hill Capital Partners Adconion.com 1322 3rd Street Promenade, 2nd Level Santa Monica, CA 90401 Performance-driven online advertising and content syndication network. A stealth internet advertising / publishing renaissance is quietly happening in Southern California 10 years after the dot com bubble burst. Any investor who tells