Investment Boosts Mobile Data Exchange Twine

In the US, mobile data exchange Twine Data has completed a $4.5m Series A round of funding, which it will use to expand its sales and marketing initiatives, and accelerate product development.

Twine works with app publishers who generate mobile data, to provide a view of how users are interacting with their mobile devices and build anonymous audience profiles for use in ad targeting. Users are segmented into hundreds of categories by their interests and purchase history, enriched with the company's demographic data.

The new funding round has been led by Aligned Partners, whose Managing Partner Jodi Sherman Jahic will join Twine's Board of Directors. CEO Elliott Easterling (pictured) comments: 'In 2014 we set out to do something extraordinary - to allow apps to take back control over their data. From the very start we put the needs of publishers, the primary creators of value and content in the smartphone ecosystem, as our top priority. That approach has been rewarded by strong and consistent growth, and a data footprint in the hundreds of millions of US devices'.

Web site: www.twinedata.com .