Todacell operates a mobile advertising network and offers campaign optimization technology that analyzes attributes such as publishers, creative, device, location, geo-targeting and demographics to find and amplify where campaigns perform best. Its system optimizes toward clicks, click-through rate and/or conversions and automatically reallocates spend while using past performance to help forecast results. The company claims a network of 10,000 publishers and “billions of impressions.” Todacell reported a doubling of revenue in the first half of 2012, which the company says catalyzed the latest investment. The Israel-founded, U.S.-headquartered company has expanded in Europe, opening a Berlin office and doubling headcount in its London office. Leadership has changed: Mark Lehmann was appointed CEO and founder Moshe Vaknin moved to the board as a strategic advisor. TodaCell offers a mobile ad inventory optimization technology that analyzes users' click patterns across campaigns spanning category verticals and age groups to recommend the best-performing campaigns for publishers. The system requires roughly a month or two to analyze a publisher's inventory before it can make intelligent recommendations. Campaigns run through TodaCell provide advertisers with advance transparency about where ads will be served, distinguishing it from blind networks. The company reports reaching 26 million unique mobile users per month (60% US, 40% Europe), which it says places it among the top 10 mobile ad networks if accurate. TodaCell plans to use its latest funding to market the solution and expand its reach across publishers and advertisers. The company is led by founder and CEO Moshe Vaknin, who previously co-founded ad-server company Checkm8 and online targeting firm AdWise.

Total raised

$3M

Funding rounds

2

Latest round

Equity

Latest activity

Jun 2012