Adbrain has launched its real time multiscreen ad platform, backed by $1.5m (£1m) of seed funding.

Adbrain promises better transparency than existing ad platforms, as well as unified cross-platform consumer profiles, created with the Adbrain Engine by modelling billions of rich desktop, mobile and tablet data sets 

The initial mobile advertising functions will be available in Autumn 2013, according to Adbrain, with multiscreen capabilities following in early 2014.

The funding was led by Notion Capital, with a few other investors including the companys founders, Nick Hynes (CEO and co-founder of Somo), Sacha Carton (co-founder of Ad Pepper Media), and Tobin Ireland (former senior executive at Vodafone, BSkyB and AOL).

Adbrain’s CEO is Gareth Davies, formerly of Google, Doubleclick and Somo. 

“The mobile advertising ecosystem is dominated by an array of non-transparent solutions which provide little or no insight into consumer behaviour across devices, especially mobile,” said Davies. “Campaigns are being rolled out blind and advertisers don’t know where or when their ads are being served, or to whom. So not only are conversations not being continued across devices but often brands are paying to acquire customers twice.

“At Adbrain, we want to change this. Our mission is to help brands connect the screens, so they can better understand their customers across all devices. We’re helping advertisers realise the link in behaviour between mobile and desktop technology so they can regain control and deploy more efficient, targeted campaigns that deliver more meaningful interactions with their customers.”

The launch was announced on Adbrains blog with a comic book retelling of the companys origins.