As more video providers finding audiences directly through apps and the web -- and away from pay-TV-based packages -- we're seeing the emergence of more analytics to measure how those videos are delivered, and who is watching them. Conviva, a company that has developed a set machine-learning-based algorithms to do just that, today announced that it has raised $40 million from strategic, new and existing investors to continue building out its platform and business. Investors include Australia's sovereign wealth fund Future Fund, NEA, Foundation Capital, and Time Warner Investments. The company is not disclosing its valuation, but a source close to the company confirms that it is around $300 million. Conviva has raised $121 million to date. If you've had your eye on the streaming video industry for a while, you'll know that Conviva is not exactly a spring chicken.