Ad Infuse gets $12M cash infuse
January 24, 2008
Ad Infuse claims inventory on its network has grown to more than 500 million monthly impressions
Japan’s SoftBank Capital led investors who have injected $12 million into Ad Infuse Inc., a firm whose platform delivers mobile ads for Procter & Gamble Co., Unilever, BMW and Microsoft Corp.
Other new investors in the San Francisco- and London-based company include ComVentures and Storm Ventures. SoftBank Capital partner and former Ziff-Davis Publishing president/CEO Mike Perlis has joined the Ad Infuse board of directors.
"Last year was validating the model, building out premium inventory across publishers," said Brian Cowley, CEO of Ad Infuse. "So now with the closing of this funding we expect to report more growth."
Ad Infuse claims inventory on its network has grown to more than 500 million monthly impressions. The company last year signed up 27 advertising partners and 48 content partners.
Marketers such as Entertainment Arts’ EA Mobile, Mini Cooper, Universal Pictures and Dell also use Ad Infuse’s platform to deliver ads and campaigns to mobile subscribers.
The new funds will help Ad Infuse invest more in its rich media advertising and personalization offerings. The company’s adInTouch campaign management platform is designed to help on- and off-deck publishers and brands to target mobile users via video, podcasts, games and mobile browsing.
Mr. Cowley said the funds will help in other ways as well. It will support the development of a stronger ad sales organization. Publisher relationships will be bolstered. And the company will invest in educating marketers about mobile advertising with programs such as Mobile Ad Degree.
Ad Infuse serves its partners in different ways.
Carriers use its ad-serving technology to deliver ad-supported and subscription-based premium content. Brands can use Ad Infuse for dynamic ad insertion that lets them personalize messages. And content providers have an avenue for mobile syndication with a combination of subscription and ads.