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September 26, 2012

The AdMobius Startup Launches a Platform to Streamline Audience Targeting in Mobile Ads

By David Gitonga, TMCnet Contributing Writer

AdMobius, a startup that is the brainchild of some members of the Apple’s (News - Alert) iAd programming team, has made a move to the front stage in the field of offering solutions for mobile advertisements. It will do so by use of its audience management platform to improve on the reach and effectiveness of advertisements deployed to mobile phones by aggregating data to put up target consumer sectors.

With a five million dollar Series-A funding led by Opus Capital and Storm Ventures (News - Alert), AdMobius is ready to set up the foundation it needs to help advertiser accurately target their audience. This it will do by collecting data from publishers, ad networks and other relevant sources and then using it to create audience segments to help networks, demand side platforms (DSP) and publishers to help target their ads.

Currently, the company claims that in its underground operations, it managed to put up segments that cover 65 percent of the iPhone (News - Alert) users and an impressive 91 percent of the iPad users globally. In addition to this, the company has an option of creating private segments based on customers’ private data.

Dan Grigorovici, CEO and founder of AdMobius, believes that "mobile ad networks and agencies can offer brand advertisers the ability to reach their desired audience at scale through mobile applications, and publishers can more effectively understand and monetize their mobile audiences. . . AdMobius is the first company to provide actionable mobile in-app audience data to marketers and full transparency to publishers."

Sanjay Subhedar, the managing director of Storm Ventures, acknowledges the fact that AdMobius move into streamlining mobile advertisement is timely due to the smartphone and tablet “revolution” that is catching up. He said, "AdMobius is well positioned to take the fire hose of data generated by mobile applications and to unlock the value it holds for publishers and advertisers."

As part of the five million investment deal, Bob Borchers, general partner, Opus Capital, and Sanjay Subhedar of the Storm Ventures, by default, join angel investor, Gregg Tarr, on the directors’ board of this first ever company purposing to provide dynamic audience data to marketers and full transparency to publishers.

Want to learn more about the latest in communications and technology? Then be sure to attend ITEXPO Austin 2012, taking place Oct. 2-5, in Austin, TX.  Stay in touch with everything happening at ITEXPO (News - Alert). Follow us on Twitter.

Edited by Rich Steeves
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