As the market for smartphones and tablets has exploded, so has the available mobile ad inventory, creating a huge surplus that is hard to manage. But one company’s problem is another’s opportunity.
Enter: Mobile advertising network Todacell, which claims to solve the problem through its campaign optimization technology that helps marketers reach the right mobile users. It says that traction is up, resulting in a doubling of revenue in the first half of 2012, and that this was the catalyst for a new $2 million “strategic” investment, which the five year-old company is announcing today.
The new funds come from AfterDox (a group of investors from telephony billing solutions provider Amdocs), as well as private investors. Afterdox is also a previous investor and Todacell has now raised $4.35 million to date.
Additionally, Todacell sees a change at the top, appointing a new CEO, Mark Lehmann, who was previously VP Web & Mobile Marketing at Universal Music Group / Island Def Jam. Before joining Universal Music Group, Lehmann served as VP Web Marketing at mobile content provider Flycell.
Previous CEO and founder Moshe Vaknin, who left to do another startup (Youappi), now serves as a board member and strategic advisor for Todacell.
Meanwhile, of interest to European readers, the Israel-founded company now headquartered in the U.S., has opened a Berlin, Germany office, as well as expanding its London office, seeing it increase its headcount two-fold.
Todacell’s optimization technology works by taking into account the potential targeting attributes of a campaign, such as publishers, creative, device, location, geo-targeting and demographic, and figures out where the campaign is working best. This could be via clicks, click through rate and/or conversions. It then automatically adjusts the campaign to send more eyeballs towards where the action is at, while past performance is also taken into account so that there’s an ability to forecast results to get off to the best start for a campaign.
Todacell’s network claims 10,000 publishers and “billions of impressions”.
Todacell is the an off-portal mobile display ad network for advertisers and publishers. The company provides proprietary ad flow management technology which enables publishers to optimize their display advertising inventory leading to more effective campaign results for the Todacellâ€™s advertisers. By analyzing publisher inventory and performance, Todacell is able to optimize advertiser campaign results in a way that mass ad networks cannot. For advertisers and agencies, the company is a top-10 mobile ad network according to industry rankings which...
AfterDox is a group of Angel Investors, comprised of Amdocs present and former top executives. Its partners are involved in the management and strategic planning of its portfolio companies, supporting the management in the initial business development, building the company and marketing it, participate in decision making processes and daily management. The added-value of AfterDox is the high profile and commitment of its partners. All partners are committed to actively invest time, know-how, experience and business connections in its...