In 2010, former Dotomi and Jumptap employees Eric Brown and Elizabeth Zalman founded Media Armor under the belief that mobile advertising was not yet living up to the hype. Advertisers were coming to expect as much ROI from their mobile campaigns as from their online initiatives. Their experience in digital advertising and targeting showed there to be a dearth of tools that enable brands and advertisers to measure the effectiveness of mobile advertising efforts.
Thus, Media Armor was born to help traditional and digital advertisers integrate mobile display into their roster by enabling them to measure ROI, analyze and optimize global campaigns, and unify reporting across media buys. The idea is to allow advertisers and brands to approach mobile display with the same level of granular analysis and sophistication as online advertisers. The company claims to be one of the first in mobile advertising to offer “view-through, quantitative test-and-control, and ID-level decision-making” based on brands’ particular needs and data sets.
Media Armor wants to be part of the movement to encourage traditional advertisers to embrace mobile display as a worthy area of advertising spend. As mobile advertising becomes increasingly personalized, mobile commerce takes off, and brands shift to mobile display strategies, the startup wants to use its technology to help brands better understand how their mobile buys affect site visitation, ongoing brand engagement, and their overall mobile presence.
In support of this goal, Media Armor has announced that it has raised $1.5 million in series A financing. The round was led by iNovia Capital and Greycroft Partners, with contribution from Neu Venture Capital, New York Angels Chairman Brian Cohen, Principal Scientist At Adobe Philip Grieshaber, and Justin Siegel, Co-founder and CEO of Mocospace — to name a few.
The startup will use its new funding to grow its team and continue developing its technology.
For more on Media Armor, check them out at home here.
Media Armor enables multi-channel marketers to message consumers through relevant display across desktop, tablets, and smartphones. We create ‘blueprints’ of consumer actions across all channels and use them to enhance future ad decisioning. Simply put, we offer: Display advertising on any device Relevant to the viewer, not the device With activity tracked back across all points-of-sale, including in-store and catalog. The result? Direct, measurable ROAS, finally unifying your digital and offline realms.