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!

Or

Sign up to gain exclusive access to email subscriptions, event invitations, competitions, giveaways, and much more.

Membership is free, and your security and privacy remain protected. View our privacy policy before signing up.

Error: Please check your email address.
Show Comments

Latest Videos

More Videos

Well done, team at Larsen. Fantastic story of how to continually invest in customer experience.

Adam Frank

A designer jewellery brand's take on customer relations

Read more

Great piece Katja. It will be fascinating to see how the shift in people's perception of value will affect design, products and services ...

Paul Scott

How to design for a speculative future - Customer Design - CMO Australia

Read more

Google collects as much data as it can about you. It would be foolish to believe Google cares about your privacy. I did cut off Google fr...

Phil Davis

ACCC launches fresh legal challenge against Google's consumer data practices for advertising

Read more

“This new logo has been noticed and it replaces a logo no one really knew existed so I’d say it’s abided by the ‘rule’ of brand equity - ...

Lawrence

Brand Australia misses the mark

Read more

IMHO a logo that needs to be explained really doesn't achieve it's purpose.I admit coming to the debate a little late, but has anyone els...

JV_at_lAttitude_in_Cairns

Brand Australia misses the mark

Read more

Blog Posts

Why marketing technology utilisation is taking on new urgency

Disparate data sources, fragmented technology and a lack of funding has left many brands struggling in the battle for online customer attention amid a global pandemic. Now more than ever, brands need to focus on unlocking the value of their marketing technology.

Suzanne Croxford

Marketing technology partner, Wunderman Thompson Australia

How to design for a speculative future

For a while now, I have been following a fabulous design strategy and research colleague, Tatiana Toutikian, a speculative designer. This is someone specialising in calling out near future phenomena, what the various aspects of our future will be, and how the design we create will support it.

Katja Forbes

Managing director of Designit, Australia and New Zealand

The obvious reason Covidsafe failed to get majority takeup

Online identity is a hot topic as more consumers are waking up to how their data is being used. So what does the marketing industry need to do to avoid a complete loss of public trust, in instances such as the COVID-19 tracing app?

Dan Richardson

Head of data, Verizon Media

Sign in