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Founded in Berlin, Madvertise is a mobile ad startup which has so far received more than $10m in VC funding. 

I've been asking CEO Christof Wittig about the company and its plans for future growth...

In one sentence, what is madvertise?

Madvertise is the fastest growing mobile advertising player in the European market.

What problem/s does madvertise solve?

Madvertise enables advertisers to effectively target their audiences and achieve the best campaign results. With our premium quality mobile advertising network we allow publishers and developers to monetise their mobile reach in a highly efficient way.

When and why did you launch it?

The company was founded in Berlin in 2008 by our founders and Team Europe. Our mission has always been to make a fast, efficient, and transparent connection between advertisers and mobile publishers. Today, we are a leading mobile advertising player in Europe.

We have received over 
$10 million in venture funding from renowned VCs, such as Earlybird, Team Europe, and Point Nine Capital of Berlin as well as Blumberg Capital and Felicis Ventures of Silicon Valley. The company is growing very fast in Europe and 2012 was the most successful year in the company’s history with a rapid growth of more than 130%.

We have over 100 employees with headquarters in Europe’s tech hub Berlin and further offices in London, Madrid, Milan and Istanbul.

Who is your target audience?

Our target audiences are advertisers as well as publishers and app developers in Europe and across the world. 

What are your immediate goals?

We will build on our success and are seeking to expand into other markets. madvertise will be a leading mobile advertising player and an important innovation driver – also beyond the European market.

Our strategy is to improve our advanced technology and to provide better targeting, we will also build on better performance to cut a big slice out of the $20 billion mobile advertising market. 

What were the biggest challenges involved in building madvertise?

When madvertise was built, the mobile advertising market was obviously not at all developed. It was a time when Apple’s iPhone and the Appstore were established in the CE market.

It wasn’t even clear what mobile advertising would look like. madvertise was among the first advertising specialists that concentrated on the world of smartphones and designed its technology according to the needs of this sector.

The timing was very good for building and consolidating a powerful network, also due to the Developer Fund, and to easily convince our first clients with efficient and powerful products, such as our award-winning KatAPPult. 

How will the company make money?

madvertise has experienced growth of more than 130% in 2012. Since mobile advertising is a growing industry, the rewards for successful companies are very promising. 

By improving our advanced technology and providing better targeting, and building on better performance, we will also be able to expand our business into the US, emerging markets and East Asia. 

Who is in your team?

We have a stable management team, headed by myself as well as Vincent Pelillo and Stefan Benndorf in their current roles as COO and CFO, respectively. 

Where would you like to be in one, three and five year’s time?

I will be CEO of madvertise which will be a leading mobile advertising player worldwide with an even better and more unique technology as well as unparalleled performance.

Other than madvertise, what are your favorite websites / apps / tools?

Here are some of my favorites: Evernote, Astro, Everpix, Facebook, FT, Tripit, Lark, Hornet and Garmin.

Graham Charlton

Published 26 March, 2013 by Graham Charlton

Graham Charlton is the former Editor-in-Chief at Econsultancy. Follow him on Twitter or connect via Linkedin or Google+

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