Thunder Experience Cloud, which focuses on people-based ad serving, Wednesday closed a $6 million funding round.

The funds are earmarked for new research and the development of technology that would allow advertisers to tie an ad served and seen by a consumer to an anonymous ID.

“It would make the specific person unidentifiable, but enable advertisers to measure off the person ID across medias,” said Victor Wong, CEO of Thunder.

Wong said the company began working on the technology after Google announced it would remove the DoubleClick ID from its ad-serving platform, making it a closed system and preventing advertisers from using the data.

The funding comes from three unidentified tech companies, along with existing investor and Thunder board member Jimmy Lu, managing director of the WI Harper Group. Lu is the only one making himself known as participating in the round.

Thunder also appointed two executives — Marco Matos, head of product; and Jack Hallahan, vice president of strategic partnerships.

Matos spent more than 11 years in product development, overseeing projects launched across Microsoft, Google and Facebook, with a particular focus on brand and cross channel measurement and understanding user consumption. He will oversee Thunder’s engineering team and overall product road map.

Hallahan brings expertise in strategy, branding, social, programmatic and rich media to his new role. Previously, he was vice president of partnerships at Celtra, a late-stage venture-backed creative management platform.