Creandum leads USD5.5m round for mobile advertising startup, Xtract

Finnish startup Xtract, which helps optimise online and mobile ads, has raised EUR3.5m (USD5.5m) in a round led by Creandum and returning backer Eqvitec.

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.

Published by Reinout te Brake

Reinout is a games investor and strategic business consultant specializing in the games industry. Reinout established his credentials through his own successful investments, start-ups, consulting and (advisory) board positions that led through time to strong bonds with key stakeholders in this fast paced industry. He is known for his outstanding results in the gaming industry. He has worked with many game studios around the globe and is therefore well known in the international gaming industry. Check out his games podcast;

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