Simplaex Gets Funds to Reposition as Data Firm

In Germany, mobile game marketing technology developer Simplaex has closed a $2.6m Series A round of funding, and says it plans to reposition itself as an insight and activation platform, expanding into new sectors.

Launched last year, the Berlin-based firm offers access to a data marketplace with more than 300 million unique user profiles. Users can track a consumer's digital footprint in real-time, with the aims of acquiring new customers, retaining their most valued customers and uncovering business opportunities.

The new funding round came from Target Partners, Antheria Holding AG and High-Tech Gründer Fonds, and will be used to help co-founders Moti Tal and Jeffry van Ede to solidify Simplaex's position as a customer data platform. Commenting on the change of direction, van Ede said: 'There has been a lot of technological progress in the advertising industry, yet most of this progress has barely benefited the advertisers and that is exactly what we aim for. By extracting data meaningfully and instantly acting on it, companies can gain competitive advantage by being more targeted and drive richer customer interactions'.

Web site: www.simplaex.com .