LiquidM raises $5 million for mobile ad management

The U.S. startup has a novel addition to the ad tech market: a white label platform.

Illustration courtesy LiquidM

The startup ad tech company LiquidM revealed itself to the world today, promising a white label mobile ad management platform that can be configured for the specific needs of businesses.

Called the "Mobile Advertising Management Platform"—yup, they're straight-shooters over there—the company's flagship product is a "standardized" and "open" software-as-a-service offering suited for non-technical people and promising real-time bidding, rich media, third party tracking and transparent reporting.

According to some estimates, the mobile ad market is worth almost $17 billion, and represents about 14 percent of all digital ad spend. As more time is spent on mobile devices, that figure is likely to change in the young company's favor.

"More mobile advertising companies are looking to increase their competitiveness by turning to a full stack ad tech provider," CEO Christof Wittig said. "While some in the market still believe that scale and more sales people will solve their problems, a new generation of companies is now looking into broad, integrated technology support to exploit the promise of this massive opportunity."

The San Francisco-based company is backed by $5 million from Blumberg Capital, Earlybird and Asset Management. It revealed existing customers in M&C Saatchi, Orange, Fetch, Madvertise Media and Mobilike and offices in New York, Berlin and Singapore.