Todacell, a NY-based developer, has created an ad network platform that helps marketers choose the right mobile ads to grab the attention of individual consumers, no matter the type of device they are using. According to Xconomy, the company was founded in Israel in 2007 and raised $2 million last week from angel investment group AfterDox. The total funding for the company is now at $4.35 million, as it is generating revenue on its own- expected revenue for June is $400,000.
Todacell’s services allow advertisers to manage their inventory of mobile ads and view individual interactions with these ads. The software can track public information from the consumer’s location to the type of mobile device they used. The goal of the company is to give marketers a more clear picture of who responds to their messages.The software also allows marketers to track specific demographics of consumers that they want to reach. Using this data, ads can be targeted directly to consumers through their mobile devices, in hope sthat they will be more responsive to the ad or message.
Though the company will not identify the companies it works with, Todacell works with companies who want their branded messages delivered to consumers in a tailored way. According to Xconomy, CEO Mark Lehmann “believes mobile ads can create new revenue for developers who include marketing in their apps.” However, there is a concern of privacy for the individual consumer but Lehmann assures that his company uses only publicly available information. This information can be used to fine-tune the ads that consumers see, and marketers could use this information to make local deals and sales available to them.
Currently, Todacell has five employees located in NY and about 15 worldwide. Lehmann plans to hire new talent for the tech development team in Israel and for sales in the NY and London offices. there is also a plan in motion to build an office in Berlin and to expand the London office.