Earlier today, “values marketing” ad tech company Resonate Networks announced it had secured $20 million in funding in a round led by Revolution Growth. Previous investors from the Series A round of funding, Greycroft Partners, LLC and iNovia Capital, also participated in this round. Resonate, through its Insights Driven Media platform, aims to target ads to web users based on what they value, in addition to merely where they’ve been on the web, a method the company has said outperforms campaigns that use standard Big Data demographic models.

The Web ad industry has gotten crazily complicated. But advertisers’ goals remain as simple as ever: Put their messages in front of people who will care about them. Ad tech firm Resonate has a simple pitch along those lines: It says it can figure out what different groups of Internet users care about, and where to find them on the Web.

Reston-based ad-targeting startup Resonate Networks Inc. has landed more than $20 million in a venture round led by Revolution Growth, the company announced Wednesday. Resonate, which uses surveys and data analytics to help corporate and political clients reach specific audiences, will use some of the fresh capital to launch a “big data” tool it says will allow for greater precision in targeting those messages.