Mojiva Gets $25 Million For Mobile; AT&T On Mobile Ad Network; Report: Criteo Retargeting Revs At $200 Million

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More Money For Mobile’s Mojiva

Mobile ad serving platform Mojiva announced it has received $25 million in funding (now up to $35 million total) led by Shamrock Capital Partners. Ad Age’s Kunur Patel segments the company thusly: “Mojiva encompasses two distinct business units: Mojiva, the global mobile ad network in the same category as Google’s AdMob or Apple’s iAd; and Mocean, an ad server that is shaping up to be the DoubleClick for mobile phones.” Read more.

Every Time You Hear A Bell Ring…

Another ad network is born! On All Things D, Tricia Duryee reports that AT&T Interactive is rolling out its own location-based, mobile ad network and company CEO David Krantz tells Duryee that “prices and fill rates were falling somewhere in between Apple’s iAd at the high end and Google’s AdMob or Millennial Media at the lower end. In the trial, which included 750 million impressions, costs per click ranged between 25 and 30 cents.” Read more.

Context Matters For DSPs, Too

On ClickZ, Adnetik CEO Ed Montes suggests what he sees as a litmus test for DSPs and begins with the supposition that “the lower the quantity of competing ads on a page, the greater the likelihood that the advertising will influence the user. Unfortunately, the average DSP fails to take environmental quality (such as the number of ads on a page) into account, and fails to give an advertiser the maximum opportunity to influence the client.” Read more.

Mixing Creative, Research

On the comScore Data Mine blog, data from a 2006-2009 study shows that ads are a lot more effective when they’re pre-qualified. And here’s some of the ROI improvement claims: “The study results demonstrate a 23% gain in ad qualification rates over the course of the study, which generates more than $2 saved in production costs for every $1 spent on research.See the graph. Research pays.

Retargeting Making Bank

As Business Insider busily translated to French news sources, it found out that personalized ad retargeting firm Criteo is “making bank” to the tune of an annualized run rate of $200 million. Few other details were available. But, you can read a bit more here.

Scanning For Ads

Some UK users are upset with Yahoo! as they changed their terms and conditions and announced that scanning will be used within Yahoo! Mail to provide relevant ads. Old demon “contextual”? As the UK’s The Guardian reports, Google’s been doing that for a while in Gmail. Nevertheless, it doesn’t sound like Yahoo! made any friends with this change as, according to The Guardian, “Even more controversially, Yahoo! suggests it is the users’ job to warn anyone who emails them that their messages will also be scanned.” Read more.

Mobile First-Half

Can’t wait for Mary Meeker’s next Internet Report to find out that THIS is the year for mobile? Try Chetan Sharma’s research which looks at the first of the half of the year in the mobility. Among the insights: “Global Mobile Data revenues are expected to eclipse $300 Billion for the first time in 2011. It is also the first year in which non-messaging data revenues will make up the majority of the overall global data revenues at 53%.” Read more and get the PDF. (source: @BobCarrigan)

It’s The Creative