Apptera, a Sunnyvale, CA-based developer of a voice and visual mobile advertising technology, has closed a $10m Series B financing.
The round was led by New World Ventures, with participation from existing investors Lightspeed Venture Partners, Alloy Ventures, and Walden International.
In conjunction with the funding, Matt McCall, Partner at New World, will join the company’s board of directors.
Apptera’s voice and visual mobile advertising technology, the Mobile Ad Xchange, inserts voice advertisements into calls. It allows advertisers to target their messages based on a variety of targeting parameters such as a caller’s location, mobile carrier, interests and behavior. In addition, the technology delivers follow-on visual mobile interactions and engagements. Consumers who opt-in to Apptera voice and visual ads can receive SMS text messages, mobile coupons or links to mobile web sites and smart phone application downloads, MMS messages with embedded videos formatted for their devices, enhanced call services or offers to various products or services billed directly by their mobile carriers.
Customers of the company, which also operates offices in Los Angeles and New York City, include SaveMart Supermarkets, AT&T’s 1-800-YellowPages, AOL Moviefone, Fandango, Bank of America’s ATM locator, MovieTickets.com, Arsenal Interactive, iCall, and GSI Commerce.