Advertising technology firm BlackArrow landed $20 million in venture funding from investors Cisco Systems Inc., Comcast Interactive Capital, Intel Capital, Mayfield Fund and Polaris Venture Partners, the company announced today.

In total BlackArrow has raised $38 million in funding. The cash infusion will go to product development, distribution and global sales and marketing.

BlackArrow’s ad-management system lets programmers dynamically manage and report on targeted ads across multiple media.