The private company’s technology uses the profile and behavioural data of web and mobile surfers to create consumer profiles that advertisers can use to better target their ads. It is based in Helsinki, with seven other offices in Europe, Asia and Latin America.
Prior to the latest round, it was owned by its employees, advisors and Eqvitec. Customers include Nokia, T-Mobile, Blyk, Carphone Warehouse and Vodafone. Spending on mobile advertising could reach USD4.6bn this year, nearly twice the USD2.7bn spent last year, according to eMarketer.