Ad analytics platform Cinarra Systems managed to acquire $20 million in series B funding that will be targeted towards attracting mobile carriers into the ad business to rival Verizon Communications Inc. (NYSE:VZ).
Cinarra’s initiative is healthy for the market because it will offer more competition, and some healthy competition is good for pricing and quality purposes. Verizon recently acquired AOL, Inc. (NYSE:AOL) in a deal that investors and analysts believed to be a perfect match. The conglomerate offered the promise of a massive and unrivaled ad delivery network, but Cinarra’s recent endeavors might bring Verizon’s short-lived glory to an end.
Cinarra’s CEO Alex Zinin cofounded the company in 2012 to take advantage of the big niche in the mobile operator data. The company gives advertisers the consumer data they require from non-Verizon users to carry out segmented targeting. Mr. Zinin was happy to reveal that the company plans to introduce a global platform that will be available on a global scale. This will boost the company and allow it to get into the new growth phase in the mobile internet economy. He also added that the strategy will most likely provide numerous opportunities for the firm.
Zinin described his firm alike an open version of AOL, Inc. (NYSE:AOL) that connects the mobile industry and the ads business. The key aim is to provide data to carriers while they are tasked with finding ways to monetize the data provided while at the same time making sure not to violate user policies. He also pointed out that segment targeting is one of the most sensitive areas that need to be addressed.
Zinin also acknowledged that there are many data service providers in the market that offer targeted ads, but he pointed out that his company is offering a unique and different strategy. The company’s admittance to carrier information signals to a wide array of information especially location based information. It will, therefore, offer a customer oriented view rather than an application or browser oriented view.