Ad Targeting Specialist AdTheorent Lands $4m

US mobile ad network AdTheorent has raised $4m in funding, and plans to use the funds to expand its platform, which analyzes hundreds of thousands of potential impressions per second based on demographic information, behavioral factors, location data, and other ad targeting criteria.

Launched in 2011, New York-based AdTheorent uses predictive modeling to identify those impressions with a higher propensity for conversion and awareness lift, and places bids in real-time. Through the firm's Real-Time Learning Machine (RTLM) developed by Chief Data Scientist Saed Sayad, mobile advertisers are able to track post-click behavior across mobile ad channels, segment users, and then target ads to appropriate audiences.

New funding comes from Verizon Investments, Mobility Capital, and OmniCapital Group. Anthony Iacovone (pictured), co-Founder and CEO of AdTheorent, comments: 'We are excited that our investors share our vision for AdTheorent, and we are confident that this funding will enable us to continue growing at a rapid pace and drive the mobile advertising industry forward.'

Web site: www.adtheorent.com .