Mobile-intelligence startup AdBrain raised $7.5 million back in March.
Today it came out of beta and launched its Synapse multi-screen platform, which enables publishers, ad brokers, and app developers to make sense of the vast amounts of mobile data they accrue and make money off of it. Data is like oil; you just have to know what to do with it.
To be sure, the AdBrain team, headquartered in London with a growing presence in New York, is heavily staffed, at least on the executive side, with ex-Google ad veterans. AdBrain co-founder and chief Gareth Davies, for example, did stints at Google and Adclick. And Jesse Hurwitz, head of strategy, left Google, where he was the head of global strategy for mobile ad platforms.
"We're a data-intelligence company. And what we've built is a brain," the jovial and agreeable Davies told VentureBeat today. "We unlock data, and we help our clients better understand who their clients are using any mobile device."
The mobile ad landscape is changing, rapidly, Davies said, with wearables and, now, connected cars. For Davies, this means the landscape is going through a metamorphosis with regards to the proliferation of mobile devices, all of which, in his eyes, point to yet more data --- tablets and smartphones, for example.
Making sense of the vast troves of data --- monetizing and optimizing it --- is where AdBrain comes in.
"When it comes to fight or flight, like an animal, we're enabling you to make the right decision," Davies said of his software.
It would be easy to discount his assertions if AdBrain didn't have a customer base, but it does, and it's growing. M&C Saatchi Mobile, virtual ad outfit Fetch, and Annalect, for starters. But Davies refused to say if they're the launch partners. And Davies discounted the whisperings on the mobile street that, less than a year after launching, AdBrain had nothing to show for it.
It does now.
"We're ready to rock and roll," Davies said.