Greystripe, the folks behind the world’s largest database of ad-supported mobile games and application, announced that it has raised an additional $5.5 million in Series C funding. The company’s existing investor, Incubic Venture Capital, led the round, with Steamboat Ventures and Monitor Ventures also participating.
The main idea with the new funds raised is to “solve the biggest problem in mobile advertising.” What they mean by this is to unify online and mobile advertising into a single solutions.
With a unified ad platform connecting mobile and online, the popular third screen will be able to offer Web-like measurement, such as engagement, while eventually expanding to new levels of targeting, such as location.
To prove its point that their’s a need for a combined online and mobile solution, Greystripe is pointing to HP’s example when they simply checked a box for mobile and were able to extend their campaign to the third screen.
On the same note, Greystripe’s CEO Michael Chang said: “For too long the mobile advertising world has built a silo approach to their business. Those days are over. It’s time to join the online advertising world and bring new value in terms of reach, targeting and interactivity.”