Social mobile ad platform LoopMe has raised $3m (£1.8m) in Series A funding to support the growth of its rateable and shareable advertising for smartphones and tablets.

Viewers of an in-app LoopMe ad are able to like, dislike, stop or share each placement, enabling the company’s technology to learn over time what pieces of content are best for each person. The London-based company believes that by enabling people to endorse and give feedback on mobile advertising, this will increase its effectiveness.

The funding round was led by Holtzbrinck Ventures and Open Ocean Capital, both established funders of early-stage publishing, mobile games, advertising and big data projects. Joining the company’s advisory team, which currently includes former CEO of AOL Europe Kate Burns, is Kristian Segerstrale. He co-founded social gaming platform Playfish, which sold to EA for $400m, and he has also made a personal investment in LoopMe .

The cash will be used to drive the company’s global expansion, with particular focus on US and Asian growth, along with further development of its artificial intelligence and social discovery technology. LoopMe employs 30 people from its London HQ and is now hiring at a global level, while also further building out its team of industry advisors.

Stephen Upstone, CEO and co-founder of LoopMe, said: “This is an important time for brands to consider the importance of endorsement and advocacy in the way in which their messages reach consumers, and LoopMe is supporting this by pioneering new technology that reaches of hundreds of millions of consumer around the world each month.”