The digital distribution platform’s top brass said on Thursday [9] they had secured an investment from several investors that would enable the service to deploy its audience-building technology.

Yekra, which soft-launched in Cannes 2012, will use the funds to use its bespoke, patent pending AffiliateConnect audience-building technology that allows content creators to reach audiences through the online destinations they visit most often.

Las Vegas angel Maurice Gallagher led the funding round with the UK’s Bray Capital and angels Shay O’Brien and Michael Rogers.

Yekra provides full copyright, DRM-enabled protection for all material distributed on its platform. Every affiliate that joins to distribute a specific film with Yekra enjoys a revenue share arrangement for the viewers it refers, and creators have full control over content price points, hardcopy DVD sale options, territorial availability and customization of the Yekra player.

Creators can also determine lengths of exclusivity, build a digital distribution strategy to coincide with theatrical release and integrate into multi-platform releases with other streaming services such as Hulu Plus or Netflix.

“We want to bring a new technology to market that sits at the nexus of profitable premium content and on-demand, convenient access for any connected viewer,” said president Waterworth. “Today we pioneer the first system that both protects the content it distributes and makes it accessible to anyone – anywhere – with the capability to generate revenue on a cost-effective basis from day one.”