M:Metrics founder Sets Up Metaresolver

M:Metrics co-founder Seamus McAteer has set up a new mobile ad targeting platform called Metaresolver, through which users can target consumers with specific ads relating to their device model and location.

McAteer (pictured) and Will Hodgman set up mobile audience measurement specialist M:Metrics in 2004, and later sold the business to comScore. He has co-founded his latest venture with Mike Rowehl, the first engineer at app ad business AdMob (later acquired by Google), and Cindy Mesaros, co-founder of mobile content provider Moderati.

The founders say they set up the new company as a result of their frustration with the 'rudimentary state' of targeting in mobile advertising. Their goal is to provide 'clean data', combined with marketing and media intelligence, linked to a transaction engine through which to enable focused ad targeting.

'Our team of digital ad veterans has been listening to predictions that next year will be the year of mobile for the past few years. It's here, but it's not there,' states McAteer. 'The missing link is consistent high quality targeting data, and we built the platform to abolish 'dirty data' and deliver optimal performance in mobile advertising.'

Earlier this year, Metaresolver raised a reported $1.85m seed round of funding led by Baseline Ventures and Harrison Metal Capital, with participation from Lerer Ventures, Eniac Ventures and iHatch Management.

Web site: www.metaresolver.com .