DataXu, the Boston-based big data marketing startup, announced this morning that it has closed $27 million in growth funding led by Thomvest Ventures. Previous investors Atlas Venture, Flybridge Capital Partners and Menlo Ventures also participated.

This is huge news for one of Boston’s stand out growth stories. DataXu, which dubs its business “programmatic marketing,” offers an integrated platform for multi-channel marketing and ad campaigns. It helps you get a better handle on the demographics and characteristics of your customers and prospects, and then directs your ad purchasing across Google, mobile apps, Facebook, video and more to target those customers and prospects. (If you want to go a bit deeper, this Forbes Q&A is good.)

Back in September, when NextView’s David Beisel wanted to highlight some of the fastest growing Boston startups at WebInno, DataXu was on the list, right next to HubSpot and Gemvara. Indeed, the company now has 225 employees and 11 offices across the globe.

“DataXu is using data science to redefine the way marketers build brands in a digital world,” said Mike Baker, CEO of DataXu. “In the era of digital and big data, it’s increasingly obvious that legacy ways of working in the advertising industry—including faith-based thinking, lack of transparency and an inefficient supply chain—no longer make sense.”

He’s right. And DataXu’s growth suggests the company has a plausible answer to that conundrum.

This round brings DataXu’s total raised to $45.8 million. Stefan Clulow, Managing Director of Thomvest, will join DataXu’s board