Mobile ad network Todacell has secured an additional $1 million (667,000) round of funding from existing investor AfterDox. Part of the investment has been allocated to sales and marketing, including the opening of five new sales offices in New York, Los Angeles, Toronto, London and Bombay. To date, Todacell has secured $2 million from AfterDox and others, including $350,000 seed funding from the Fore Group.
Todacell is a publisher-centric mobile ad network whose proprietary inventory analysis technology examines and maps a publishers ad inventory based on user data, location, time, and the performance of ad campaigns on that publishers mobile website or application. Todacell says that this process results in a very accurate match between publisher and advertiser, generating better ad performance for advertisers, while providing greater ad revenue for publishers.
Todacells technology and analysis of our mobile site and application enables them to deliver effective campaigns that exceed our advertisers goals, which in turn generates greater revenue for eBuddy, says  Rogier van den Heuvel, VP World Sales at eBuddy. Thanks to Todacell, mobile advertising can be a win-win for advertisers and publishers, too.
Todacell works with a select group of publishers including Fring, MobiLuck, Mocospace and TuneWiki. By limiting the range of publishers that the company works with, it says it is better able to optimize performance for each publisher. The limited list of publishers also ensures that advertisers know exactly on which publishers sites and apps their campaigns will appear, bringing complete transparency to the mobile marketing industry.
Beyond advertising on traditional mobile phones, Todacells ad network enables advertisers to reach other non-phone mobile devices, including hand-held gaming consoles by Nintendo, Playstation and Sega, and soon the Apple iPad and Amazon Kindle.
According to J.P. Morgan industry analyst Imran Kahn from the companys recently released 2010 Internet Industry Outlook, the mobile display advertising space in which Todacell operates will grow 81% this year from $140 million in 2009 to $253 million in 2010.