Segmentation Firm AdMobius Launches with $5m Fund

In the US, research and analytics veteran Dan Grigorovici has launched a mobile ad targeting firm, AdMobius, with $5m in Series A funding to promote its 'Audience Management Platform'.

Grigorovici (pictured) began his career as a market researcher with ad agency Ogilvy & Mather, before moving to analytics, data intelligence and targeting roles with Fastclick, CaratFusion, Digitas, AOL, Rapp Collins Worldwide, and Apple.

AdMobius co-founders Ray Duong and Omar Abdala have experience in advertising technology gained at Apple iAd, Google, Tacoda and Yahoo!

The new firm aggregates demographic and interest-based data from publishers, secondary sources such as ad networks, and third-party data, and builds mobile audience segments for targeting purposes. Grigorovici says AdMobius is 'the first company to provide actionable mobile in-app audience data to marketers and full transparency to publishers', and claims the Audience Management Platform can build consumer segments reaching 65% of iPhone users and 91% of iPad users globally.

Funding has been led by Opus Capital and Storm Ventures, with Opus' General Partner Bob Borchers and Storm MD Sanjay Subhedar joining angel investor Greg Tarr on the AdMobius Board of Directors.

Web site: www.admobius.com .