Performance marketing platform and Facebook Marketing Partner Adphorus has secured a $1m (£640,000) seed investment led by European angel investors and 500 Startups to further boost company and platform expansion in Western Europe and emerging markets.

Its seed investor group consists of angel and institutional investors active in ad tech investments within other parts of Europe as well, including Germany and Sweden. Additionally, Adphorus announced that ?ekip Can Gökalp, founder of premium mobile ad network mobilike (recently sold to Opera Mediaworks) and Adphorus investor, has joined the board of directors on behalf of the investors.

Dave McClure founded 500 Startups with a focus on investing in innovative companies across a variety of markets. To date, 500 Startups has invested $100m in over 50 countries and in 1,000 investments over the past five years. Its portfolio includes Twilio, Udemy, Credit Karma, BarkBox and Ipsy.

Adphorus provides performance marketers with a platform for Facebook ad optimization. Its offering includes a SaaS solution, including marketing automation and algorithmic optimization to increase conversions. An internal team of data scientists built Adphorus’ proprietary algorithmic optimization engine, Marvin, using predictive models for bid management and budget allocation.

Hotel search site Trivago is one of Adorphus’ longer-term customers. Thomas Wrobel, global performance marketing for Trivago, said: “We chose to work with Adphorus as they were the first Facebook Marketing Partner to truly understand Trivagos business model, and were willing to adapt their product to suit Trivagos needs. Through working closely together, we have been able to achieve excellent results in terms of both implementing new advertising products and bringing them to scale in over 40 markets.”