Online ad company Admeta bags new investors and CEO

European online ad company Admeta has bagged a bunch of new investors and put in place a new CEO.

Chalmers Innovation Seed Fund, Layline Partners and KL Ventures, together with two founders Leif Jägerbrand and Fredrik Strauss plus Ola Tiverman have acquired a majority stake in Admeta from the Sixth Pension. They have also made a capital injection to ensure the “continued software development and business support” for its Whitebox Tango and Whitebox Echo clients, as well as continued market growth.

In addition, Ola Tiverman has been appointed as Admeta’s new CEO. It’s an internal appointment, however, as he’s worked within the company since 2007, most recently as Senior Vice President Technology. Prior to that he had a leading role at Carmen Systems and Todos. Meanwhile, former CEO Johan Klaesson, who is said to have led Admeta’s expansion into Europe over the past two years, will continue to support the company in “strategic and critical projects for some time.”

Admeta set up shop in 2002 in the online advertising field with its Whitebox Echo product for advertisers. The technology includes campaign monitoring and ROI analysis, ad-serving and optimisation based on genetic algorithms (artificial intelligence). In 2008, the company launched its Whitebox Tango offering, a yield optimisation tool aimed at leading media houses.

Major publishers using Admeta’s products span a large part of Europe, including AdBid (Sweden), AdGuru (Slovakia), BSkyB Marketplace (UK), Spiegel QC (Germany), Grupo Prisa (Spain), Sanoma Digital IMX (Netherlands), Sanoma Outlet (Finland), TPN (Netherlands), VG (Norway).