Mobile advertising is hot, and lots of startups are trying to get a piece of it. Actually, one mobile advertising startup, San Francisco-based LiquidM, wants to help other companies get a piece of it.
LiquidM makes a mobile advertising platform for mobile ad networks, and media buyers like ad agencies and trading desks.
The platform is sold as a software-as-a-service, and is set up in module form. The modules provide an ad server, device ID (which lets you identify devices and collect data), decision engine (which helps you make smarter campaign choices), and real-time bidding support. All of its tools are presented in a simple user interface that marketers without much digital ad experience can use.
AppNexus is the company that looks most like a competitor to LiquidM, LiquidM says. AppNexus is not as focused on the white-label approach as LiquidM is.
The company has just raised $3.7 million in venture funding, according to the report filed with the Securities and Exchange Commission (SEC). The filing says the company’s target funding about is $3.8 million.
LiquidM took a $5 million funding round last October led by Blumberg Capital, Earlybird Venture Capital, and Asset Management Ventures. The new round, once completed, will bring the company’s funding total up to $8.8 million.
LiquidM had not returned calls for comment by post time.