Ad tech firm, Monetizr has raised $4m in a round of fundraising round led by Change Ventures, with participation by Techstars and Ludus Ventures. The round was joined by angel investors Ari Paparo and Jared Schrieber. Monetizr, which has already partnered with several  Fortune 500 companies and global-leading games publishers, will use the funds to scale its US sales team and build out its European dev hubs in London, Riga, and Helsinki.

Monetizr is looking to unlock mobile games’ advertising potential by delivering targeted, engaging brand experiences without disrupting gameplay. It allows brand managers to buy scalable and cost-effective ads across its data-driven consumer engagement platform while helping publishers monetize their games by defining a new class of in-game ad assets. Monetizr offers brands repeated and varied storytelling opportunities throughout a single gameplay and does so via game-enriching experiences rather than background decorations. On the backend, the same SDK delivers valuable, anonymous consumer behavioral data that is critical in the wake of new Apple privacy rules that will soon eliminate the use of cookies and eliminate  advertisers’ access to consumers’ in-app data.

“Instead of providing stagnant and siloed digital ad units, Monetizr integrates brand stories into the actual games, increasing attention engagement ten times that of antiquated digital advertising and creating meaningful connections with consumers,” said Andris Merkulovs, CEO and co-founder of Monetizr. “We are connecting the brand story with the game story. For brands, the opportunity to be part of the game rather than a roadblock is incredibly powerful. We want to help brands tell authentic stories that enhance gamer experiences.”

Monetizr’s engagement metrics are measurable by independent third parties, including Nielsen and based on IAB standardized formats, and the technology is compliant with marketing automation solutions such as Oracle Moat Measurement, and is OMSDK compliant and SOC2 certified.