Funding for Mobile Marketing Firm Madup

South Korean mobile marketing company Madup has secured an $11.9m (KRW 13.4m) Series B round of funding, which it will use to enhance the tech behind its ad targeting service.

Madup provides customized marketing consulting, while its own in-house system detects and blocks illegal advertising, buys appropriate inventories and measures ad performance. The firm extracts data from app tracking tools, which is then used to understand trends, develop marketing strategies and for media / ad planning. For advertisers, the firm provides in-app user action / event analytics and optimization per campaign, along with anti-fraud monitoring.

New funding comes from five venture capital firms - Praxis Capital, Stonebridge Ventures, ID Ventures, MG Investment, and Seoul Investment Partners - adding to the $894k (KRW 1bn) Series A funding raised in 2016 from Stonebridge Ventures.

Web site: www.madup.com .