mNectar Raises $7m for its Playable App Ads

mNectarApp promotion startup mNectar has raised $7m in Series A funding from venture capital firm NEA.

mNectar offers a playable ad unit, which enables consumers to sample apps and games before they download them. Advertisers are also able to vet users before paying to acquire them.

“mNectar is redefining how applications are discovered and engaged with,” said co-founder and CEO Wally Nguyen. “With the new funding, we will invest heavily in our infrastructure to continue to push the performance envelope of mobile content delivery and acceleration.”

mNectar says it will use the investment to add to its leadership, engineering and business teams, with a focus on international expansion.