[caption id="attachment_93576" align="alignleft" width="199"] This Mediasmart ad unit dynamically optimises according to the user's location[/caption]
Mediasmart, whose technology enables advertisers and media agencies to automatically optimize media buying on mobile devices, has secured €2.5m funding to finance its international expansion and strengthen its SaaS product.
The latest funding round involves its existing shareholders - Kibo Ventures, Mobile Dreams Factory and investor Michael Kleindl – alongside new investor Inveready Technology Investment Group.
Mediasmart’s mobile-first Demand Side Platform, bsmart, is being used in a self-serve mode by numerous customers in 12 countries across EMEA and Latin America. bsmart streamlines the process of programmatic media buying - both real-time bidding (RTB) and programmatic direct - using audiences and predictive targeting to maximize the reach and effectiveness of mobile campaigns using native formats, display, rich media and video served in both apps and mobile web.
"The investment from existing investors and newcomer Inveready will bring further continuity to the success of our SaaS offering, which enables our customers to manage their own programmatic campaigns, knowing that they´ll reach the right customer at the best price and with guaranteed quality," said mediasmart CEO, Noelia Amoedo.