Telstra invests in Asia-Pacific location-based ad tech company

AdNear's mobile marketing technology taps into location-based user data to sell programmatic advertising to mobile devices

Location intelligence and ad programmatics vendor, AdNear, has secured US$19 million from Telstra and Global Brain to expand its presence across Asia-Pacific.

The company uses mobile towers and Wi-Fi signals to collect anonymous user data, which it then turns into insights in order to target third-party advertising content to mobile audiences. It claims brands already using its real-time bidding platform include Procter & Gamble, Woolworths, Audi, Unilever, BMW, Ford, Samsung and Ikea.

In the latest series B capital raising round, the Singapore-based ad tech company brought in US$19m from new investors, Telstra Ventures and Global Brain, a venture capital firm, as well as existing sponsors, Sequoia Capital and Canann Partners.

AdNear held its first round of funding in 2012, raising US$6.3m from Sequoia Capital and Canaan Partners to support its expansion in the Asia-Pacific region as well as to grow its team. The company claims to be adding 1.2 million anonymous device users daily to its probabilistic profiles database, and to have profiles more than 530 million users across the region, with 8.4 billion location footprints across more than 5000 cities.

AdNear has operations in Australia, Singapore, India and several Southeast Asian countries and says the extra funding will go towards expanding its reach, as well as bringing several new dataset offerings to market.

Telstra Ventures managing director, Mark Sherman, said mobile advertising continues to grow rapidly across Asia-Pacific. As part of the latest deal, Sherman will join AdNear’s board of directors.

“Telstra Ventures recognises the value that AdNear’s probabilistic, data-driven approach brings to advertisers and we’re excited to be able to provide capital to accelerate the expansion of AdNear’s operations,” he said.

Related: What you need to know about location-based marketing

Canaan India managing director, Rahul Khanna, pointed out AdNear had seen 12x growth in its device user base over the past year.

“We are very excited about AdNear taking its offerings to new markets. With data-driven marketing opportunities increasing by the day, AdNear’s data insights become very valuable,” he said in a statement.

CEO of AdNear, Anil Mathews, was thrilled to have its two new financial supports on-board.

“Our proprietary technology enables us to help major brands across Asia-Pacific fine-tune their consumer targeting by having access to real-time location intelligence,” he said. “Location data-driven insights are extremely powerful and marketers can use these data points to understand consumer behaviour and also build customised campaigns as per their target audience.

“We are constantly experimenting with location datasets for various use-cases and will be productising some of these in the coming months.”

AdNear is one of several companies working to tap into the growing need for location-based marketing services. Last month, rival US-based localisation ad technology vendor, xAd, confirmed that it had raised US$50m for its global expansion efforts, the fourth round of fund raising since its launch in 2009.

Facebook is also getting in on the location-based advertising act and launched a new feature earlier this month allowing advertisers to pitch content to mobile users using their geographic radius.

Signup to CMO’s email newsletter to receive your weekly dose of targeted content for the modern marketing chief.

Follow CMO on Twitter: @CMOAustralia, take part in the CMO Australia conversation on LinkedIn: CMO Australia, or join us on Facebook: https://www.facebook.com/CMOAustralia, or check us out on Google+: google.com/+CmoAu

Join the newsletter!

Error: Please check your email address.
Show Comments

Blog Posts

To DMP or not to DMP?

There are plenty of brands that can benefit from plugging into a data management platform. But should you engage an agency to run one or bring it in-house?

Ben Willee and Richard Taylor

Spinach Advertising

Innovations in retail will bring creative and technology closer than ever

While approaching a customer in a shop and asking what you can help them with is Retail 101, how many of us actually enjoy being approached? Generally, you have to give the forced, fake smile and say, “Just browsing, thanks,” while screaming on the inside, “just leave me alone!” Maybe it’s just me?

Jason Dooris

CEO and founder, Atomic 212

There’s a brand in my digital soup

Not a day passes by in the life of business executives where digital innovation or the prospect of disruption is not front of mind. This in turn, drives an unrelenting flow of questioning, discussion and strategy papers.

Jean-Luc Ambrosi

Author, marketer

Anything is achievable when you talk the talk .. good luck

Mo Al Hooti

Data Creative crowns Matt Bates as new CMO

Read more

Great hire and good luck Andrew. I am sure you'll do a fabulous jobRob

Rob

Amaysim marketing and commercial chief joins property tech investment startup

Read more

I need to be reborn before i can grow up & become a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

I hope The Block, will continue for many many more seasons.When i die, & grow up, I want yo come back as a contestent.

Kaye Peterkin

Channel Nine's content now streamed digitally on 9Now

Read more

Sounds a bit confusing, but also like there're quite a few benefits. So, it's a good idea to link it with crm and marketing automation? D...

Kirsten

To DMP or not to DMP? - Marketing automation - CMO Australia

Read more

Latest Podcast

More podcasts

Sign in