NEWS26 September 2012

AdMobius gets $5m funding for mobile ad targeting

Financials North America

US— Admobius, a startup that aims to improve mobile ad targeting, has closed $5m in a first-round funding led by Opus Capital and Storm Ventures.

Launched by a trio of Apple executives who worked in its iAd unit, the company bills itself as the first independent audience management platform for mobile, promising to help publishers, ad networks and brands boost their ad results and revenue with better targeting.

The firm has partnered with several companies in the mobile space, including mobile ad exchange StrikeAd to aggregate anonymous user data for targeting ads across smartphones and tablets. It currently processes data from 67% of iPhone users, 91% of iPad users and 20% of Android owners globally. Additionally, AdMobius offers private segments created from a partner’s own data that it might not want to share with others.

Admobius is headed by founder and CEO Dan Grigorovici (pictured).

As part of the investment, Bob Borchers, general partner of Opus Capital, and Sanjay Subhedar, managing director of Storm Ventures, will join angel investor Greg Tarr on the board of directors.