xAd Raises $9m for Behavioral Targeting Platform

US-based mobile ad network xAd has raised $9m in financing, which it will use to enhance its proprietary user behavior-based ad targeting technology.

Established in 2009, xAd offers both targeted search and display advertising, and aggregates and manages nearly half a billion location-specific ad requests per month, billions of business listings, and more than one million national and local advertisers. The firm's proprietary technology captures time, location, user behavior, and device information; matches these against the most relevant ads; and assigns a score based on click, call and check-in conversion rates.

The latest funding round has been led by Emergence Capital Partners, which invested $4m in the firm in October 2010. Participation in the 2011 round was also supported by existing investors SoftBank Capital and Palisades Ventures, as well as Silicon Valley Bank.

CEO Dipanshu Sharma comments: 'Our ability to offer unparalleled accuracy and real-time targeting down to the most intricate local level, including latitude, longitude and ZIP code, allows us to help businesses of all sizes unlock the potential in their local marketplaces.'

Web site: www.xad.com .