MobPartner has secured $3.5m (£2.18m) of funding from Alven Capital and Newfund. MobPartner, an affiliate ad network for mobile platforms, says the new funds will enable the affiliate ad network to accelerate its international growth.
Founded in 2008, MobPartner's ad platform allows advertisers to pay per a defined action, such as sales (cost per sale), registration (cost per lead) or downloads (cost per download/install). Affiliates (who may be mobile sites or app publishers) are paid directly depending on their business performance.
"The calibre of our investors shows that our initial decisions to create this new market were correct," says Vianney Settini, CEO of MobPartner. "On the one hand, we will consolidate our presence in Europe and North America and on the other hand, MobPartner will strengthen its presence in emerging markets - Asia, Africa, Latin America - where the mobile phone is the main internet access mode."
MobPartner says it deals with 100,000 affiliates worldwide, with the most successful earning "tens of thousands of dollars per month". The platform has generated more than 2m mobile phone transactions since it launched.
Jeremy Uzan, investor at Alven Capital says: "The platform - besides being robust in handling huge quantities of data - is highly scalable and adaptable to the varied needs of both advertisers and affiliates. This has lead them to establish themselves as market leaders in this vibrant sector."
Charles-Antoine Morand, of Newfund, adds: "On the web, performance marketing now represents a lion's share in advertising investments. MobPartner's expertise will attract major brands and advertising agencies, looking for performance-based solutions on mobile phones."