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Additional funding for leading European mobile ad serving company MADS

Amsterdam, The Netherlands - November 2, 2011

Series-B Investment secured following explosion in inventory and revenue numbers in last 12 months to grow rapidly across Europe

MADS (, Europe’s leading provider of mobile display and messaging ad serving solutions for premium publishers, announces it has raised an additional €1 million ($1.4m) in funding for further European expansion. The investment, made by OTM Investments in the Netherlands, will support MADS’ continued aggressive growth in Europe: MADS will diversify its business beyond mobile, accelerate innovations in digital ad serving and establish sales offices in the UK, Germany, Italy, France and Spain to support its clients in their local language.

With its solid client base - including leading European publishers like Sanoma Digital, Telegraaf Media Group, RCS Digital, ReedBusiness and JP/Politikens Hus - MADS has a leading market position in the Benelux and Nordic regions. Ads served tripled year-on-year since 2008, to 2 billion ads per month at this point in time. In the last 12 months alone, MADS has delivered campaigns, both display and messaging, for almost all Eurobrand top 100 brands, including McDonalds, Mercedes-Benz, Volkswagen, ING, Unilever, P&G, Air France-KLM, H&M, Vodafone, Fiat, Visa, Sony, and L’Oréal. As Brand advertisers are clearly increasing their activities on mobile, driven mainly by rich media and video ad formats on tablets and smartphones, MADS is in great position to continue its expansion across Europe.

The recently released version 3.0 of the MADS ONE platform stands out because of its advanced user profiling and multi-channel ad serving across smartphones, tablets and desktops. Advanced ad targeting options include geo-targeting (as close as 50 meters), both for display and messaging, as well as demographic targeting and (mobile) rich media advertising.

“Using MADS, publishers are able to command significantly higher CPM rates - on average well above EUR 7.50 and increasing significantly when adding additional targeting criteria - because they can offer advertisers the opportunity to reach the sweet spot in their audience. For example, cosmetics brands can now reach 20 to 35 year old females with above average spending power who are within 50 meters from a point of sale by delivering a push message or display ad” says Ashu Mathura, CEO and founder at MADS.

Pieter van der Made, Managing Director at OTM Investments adds: “The mobile advertising market in Europe is growing at a spectacular rate. MADS, with its solid client base, excellent track record and best-in-class ad serving technology is in a great position to become the leading ad serving solution for tablets and smartphones in Europe.”

Worldwide mobile advertising revenue is forecasted to reach $3.3 billion in 2011, more than double the $1.6 billion generated in 2010, according to Gartner, Inc., and is expected to reach $21 billion by 2015.*


About MADS

MADS delivers robust technology powering the digital advertising business of Europe’s leading publishers and agencies. Using the best-in-class digital advertising platform MADS ONE, publishers and agencies can run ahead-of-the-game display and messaging advertisements on tablets, smartphones and desktops. With MADS ONE, any advertiser can reach exactly the right consumers using superior demographic, behavioral or location targeting. The combined advertising inventory of premium publishers using MADS ONE is over 2 billion ad impressions per month.

About OTM Investments

OTM Investments is an independent investment company established by a group of experienced private equity investors and entrepreneurs. OTM has a clear focus on providing growth financing to early and later stage technology companies. Our equity investments range from €0.5M to €5M, where a syndicate with other investment companies or funds may be formed in the higher end of that range. Geographical focus is on the Netherlands, but investment opportunities in surrounding countries will be considered.

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