Performance-based mobile ad platform MobPartner scores €2.5 million

Performance-based mobile ad platform, MobPartner, has just scored €2.5 million ($3.5 million) from France-based VC funds Alven Capital and Newfund. The funding will go towards developing MobPartner’s services in English-speaking markets as well as certain emerging markets in Asia, Africa and Latin America where mobile phones are the main way to access the internet.

The company founded in 2008 is essentially the equivalent of Admob – which was bought by Google for $750 million in 2009 – but for performance marketing. MobPartner’s model lies at the junction between performance and mobile marketing, aiming to reduce risks for advertisers and maximise revenues for publishers; advertisers only pay when the user completes a specific action – like completing a sale, placing a call, etc.

Contrary to the number’s stated on the company’s website, MobPartner’s network currently counts over 100,000 publishers in 100 countries – which is more than double the size of Offermobi‘s network. It’s also one of the rare occasions where a French company has scored more funding than its American equivalent – but naturally these 2 companies are not at the same stage of development.

In the last 6 months alone, MobPartner has completed over 1 million transactions on mobile devices. These transactions are done either on mobile websites, via text or in iPhone or Android applications.

MobPartner is the 2nd deal for Newfund and the 4th deal for Alven Captial this year. Alven Captial has announced investments totaling to €6.5 million in 3 other French startups – including HappyView, Entropysoft and QuelleEnergie – since January.