Mobile App Monetization Startup, Inneractive, Closes $6M Series C To Scale Up Video Ads, Expand In U.S.

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Cross-platform mobile app monetization startup, Inneractive, has closed a $6 million Series C funding round, from its original investors including Evergreen, plus a group of additional investors including Kreos Capital.

The new financing follows a $3.5 million round back in 2012The Israeli startup, which was founded back in 2007, has raised a total of $14 million to-date. 

Inneractive describes itself as a “global programmatic ad stack for mobile publishers” — with a specific focus on video, hyper-local and in-app search advertising. Its SDK integrates more than 120 ad providers in 200 countries, offering developers a low-friction route to plug their apps into ad networks such as Inmobi, xAd, Appnexus, Lifestreet and Matomy (to name a few).

Inneractive said the new round of financing will be put towards scaling up programmatic video advertising; expanding in the U.S. — both on the business side and sales, marketing & development; and expanding to offer a “full stack mobile monetization platform” (the latter translates to a more fleshed out offering — including: “full RTB, rich media, focus on video, and the ability to invest in app discovery; more verticals soon; plus reporting & analytics, with full control over demand partners”).

On the business expansion front, the startup is making noises that it could take an acquisitive route to accelerate growth, with CEO and co-founder, Ziv Elul, noting in a statement: “This new investment will help us accelerate our plans with video, programmatic advertising, and U.S expansion. Additionally, we’re definitely looking at inorganic growth as one of the fastest routes to achieve that.”

Inneractive does not disclose specific customer numbers but continues to say its app monetization platform is being used by “thousands” of developers (with big-name app publishers like Zynga among them). It told TechCrunch its biggest markets are the U.S. and the U.K.

Since its previous round of financing, Inneractive said it has seen “consistent growth” — although it’s not being more specific than that. It described last year’s ad request growth across both iOS and Android as “impressive” — with Android increasing by 565%, and iOS ad requests rising by 400%.