Adbrain gets the dosh to turbo-charge expansion

Mobile programmatic mobile ad specialist can fund more R&D

no black-box or managed-service - davies

Adbrain – a company which claims it has developed the world’s first “truly transparent, customisable and intelligent” platform for programmatic mobile and multiscreen audience buying, has just received a major cash injection for European and US expansion. The money will be used to recruit “world-class talent to its accomplished engineering, big data and artificial intelligence teams.” That should help put it at the top of companies offering ‘programmatic mobile audience buying’ which – as GoMo News understands it, is an extremely useful adjunct to real-time bidding (RTB).

“Adbrain has won the backing of investors and advertisers by creating a truly transparent advertising platform in an industry accustomed to black-box and managed-service solutions,” explained Adbrain CEO, Gareth Davies.

He continued, “By effectively responding to consumers’ new multi-screen habits and the rapid spread of connected devices, we are defining the future of advertising.”

“This funding will further establish our authority in the space both in Europe and the USA.”

Significantly, following the beta launch of its platform in February [2014], Adbrain won some of the world’s most high-profile agencies and trading desks.

The list includes: – Annalect (part of Omnicom Media Group Europe), The Exchange Lab, M&C Saatchi Mobile, Fetch and Somo.

Pretty good going, eh?

Adbrain claims its platform is unique in the way it allows advertisers to crunch their own data with second and third-party data to create custom audience ‘segments’ they can target.

They can also taking advantage of advanced automated technologies like real-time bidding and programmatic audience buying.

According to industry watchers, Magna Global, the value of the programmatic trading industry will have almost tripled to $32.5 billion by 2017 in the UK, USA and in seven other countries where it is best established.

The new funding round was led by Octopus Investments whilst existing investors Notion Capital also participated.

Octopus’ Frederic Lardieg, commented, “Adbrain represents an exciting opportunity in the booming mobile sector.”

“The ad-technology space is a multi-billion dollar market and continues to experience significant growth.”

About Hans Cett

Hans Cett is an established freelance author and consultant specialising in the mobile communications industry. He also writes for Countdown2MWC - http://countdown2mwc.wordpress.com/
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