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Learn More About 2014’s Fastest-Moving Pre-IPO Adtech Startups

Adtech star­tups in the pre-IPO phase are prov­ing to be a hot com­mod­i­ty among investors, with star­tups like Rubi­con Project show­ing healthy stock increas­es from day one. As the adtech sec­tor grows, so does inter­est from investors. Find­ing the next big thing in terms of pre-IPO adtech star­tups involves a set of met­rics which bal­ance rev­enues and the num­ber of employ­ees against investor fund­ing and rep­u­ta­tion, while also deter­min­ing which com­pa­nies are ripe for IPO entrance.   Rec­og­niz­able Names in Adtech Star­tups Pin­ter­est, one of the Big Three in social media is launch­ing its Ads API, which their imme­di­ate peers Face­book and Twit­ter both did in the months lead­ing up to their IPOs. Cur­rent­ly, Pin­ter­est is respon­si­ble for up to one quar­ter of all incom­ing traf­fic to e‑commerce and online retail­ers’ sites. Oth­er like­ly can­di­dates include Flur­ry, and InMo­bi, which is among the largest non-pub­­lic mobile ad busi­ness­es in the world. With an esti­mat­ed rev­enue of $372 mil­lion, rough­ly 900 employ­ees and a total ven­ture fund­ing of $216 mil­lion, InMo­bi is also less like­ly to be prof­itable than some of the hot pre-IPO adtech star­tups for 2014. Flur­ry CEO Simon Kha­laf is open­ly dis­cussing an IPO, telling Busi­ness Insid­er, “I…

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Kargo — from struggling start-up to top mobile advertising agency

New York’s ‘Kar­go’ has learned a thing or two about being a mobile adver­tis­ing agency since 2003; and its $50 mil­lion annu­al rev­enue proves it. An ‘exis­ten­tial evo­lu­tion’ Peo­ple with media jobs in a fledg­ling mobile adver­tis­ing agency may strug­gle to com­pre­hend how a busi­ness can be that suc­cess­ful AND buy out its for­mer finan­cial back­ers only five years after it launched (which is what Kargo’s founder and CEO Lar­ry Kargman did back in 2008). It may there­fore come as some com­fort to know that it wasn’t plain sail­ing at the out­set. In the ear­ly days, Kar­go strug­gled to sur­vive with its orig­i­nal focus: down­load­able media like games and ring­tones. Kargman took heed of what the media com­pa­nies he was work­ing with were say­ing about what they real­ly need­ed: in a word, that was adver­tis­ing. And Kar­go duly began to switch empha­sis, mor­ph­ing (or under­go­ing an “exis­ten­tial evo­lu­tion,” as Kargman puts it) into a mobile adver­tis­ing spe­cial­ist con­cen­trat­ing its efforts on the mobile web. Kargman told TechCrunch jour­nal­ist Anton­hy Ha: “We fig­ured out that for us to exist, we would need to become real­ly good at devel­op­ing great mobile web expe­ri­ences.” Seri­ous­ly smooth native ads Alysia Bor­sa, Senior VP of…

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Mobile advertising startup mNectar lets consumers test-fly apps

Mobile adver­tis­ing start­up mNec­tar has recent­ly tak­en a big step for­ward in its mis­sion to change the way we relate to mobile apps. The San Fran­­cis­­co-based com­pa­ny was found­ed in 2012, and ear­li­er this month closed a Series A round amount­ing to $7 mil­lion dol­lars (it had raised $625k in seed fund­ing back in Sep­tem­ber last year). So, what is it about mNec­tar that’s inspired such investor con­fi­dence? From ban­ners to inter­sti­tials to video – where next? Any­one with any degree of expe­ri­ence of media jobs in mobile adver­tis­ing agen­cies will be aware that an evo­lu­tion has been under­way. To begin with, mobile ads took the form on itsy-bit­sy ban­ners but then came full-screen inter­sti­tial ads; more recent­ly mobile video ads have come to the fore, as has adver­tis­ing through Facebook’s huge tar­get­ed mobile ad net­work. The next step, accord­ing to mNec­tar, is to let con­sumers test fly mobile apps they might be inter­est­ed in from the ad itself. mNectar’s CEO Wal­ly Nguyen told TechCrunch jour­nal­ist Kim-Mai Cut­ler about his company’s start­ing point: “When you buy music, I like to lis­ten to a song for 30 to 60 sec­onds before buy­ing an album. I thought this was fun­da­men­tal­ly bro­ken for apps.…

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NY based StrikeAd ramps up APAC operations with new GM

Mobile adver­tis­ing start­up StrikeAd is tak­ing a big leap for­ward with a new gen­er­al man­ag­er, Ryan Mur­ray, for its Sin­ga­pore and APAC office. Smarter mobile adver­tis­ing for smarter agen­cies Peo­ple with media jobs in mobile adver­tis­ing agen­cies will almost cer­tain­ly have heard of this New York start­up, which was found­ed in 2010. As we report­ed in Octo­ber 2012, its unique Demand Side Plat­form (DSP) deliv­ers quick, trans­par­ent plan­ning and opti­mized ad deliv­ery for agen­cies and adver­tis­ers involved in glob­al cam­paigns. And with its acqui­si­tion of mobile ad tech start­up AdMo­bius that year, it added anoth­er for­mi­da­ble mobile adver­tis­ing weapon to its arse­nal: the latter’s patent­ed Audi­ence Man­age­ment Plat­form (AMP). AMP proved itself capa­ble of unlock­ing the deep­er val­ue of mobile data by ana­lyz­ing and intel­li­gent­ly inter­pret­ing mobile users’ demo­graph­ic and inter­est-based infor­ma­tion. And now it’s appoint­ed a vet­er­an of online and mobile adver­tis­ing to the helm of its Sin­ga­pore office, which sig­nals that it’s plan­ning to do some seri­ous­ly heavy-duty  busi­ness in that part of the world. Mr. Mur­ray worked for four years with the NY ad devel­op­ment firm, Col­lec­tive, before join­ing StrikeAd, where he spent the last two years as GM, Americas,in its New York head­quar­ters. A big step…

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Mobile advertising spend will outstrip digital rivals by 2016

The lat­est fore­cast for US media ad spend­ing from eMar­keter pre­dicts that mobile adver­tis­ing will sur­pass all oth­er dig­i­tal ads by 2016. An his­toric over­take Mobile adver­tis­ing agen­cies will have their work cut out for them, it seems: over the next two years, mobile ad spend­ing is pro­ject­ed to more than dou­ble from this year’s $17.7 bil­lion to $37.5 bil­lion. Any­one with a smat­ter­ing of knowl­edge about the mobile adver­tis­ing mar­ket will instant­ly appre­ci­ate that this will amount to an his­toric event: for the first time, mobile ad spend will out­strip that for print and desk­top. So, what’s hap­pened to turn the runt of the adver­tis­ing lit­ter into the titan? The expla­na­tion, says eMarketer’s exec­u­tive edi­tor Noah Elkin is a major shift in con­sumer habits. He said: “It real­ly has to do with con­sumers’ time, atten­tion and engage­ment. Con­sumers are spend­ing more of their dig­i­tal media time with their smart­phones and tablets than their desk­tops and lap­tops.” Last year, US adults were spend­ing just two min­utes more on their tablets and smart­phones than on larg­er lap­top or desk­top screens. But this year, that dif­fer­ence has sky­rock­et­ed 20-fold to reach forty min­utes more. As Elkin some­what mod­est­ly puts it, adver­tis­ers are…

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