• by Mark Walsh  @markfwal, June 20, 2012

Mobile ad network TodaCell has raised another $2 million in funding from AfterDox, group of investors from telephony billing solutions provider Amdocs, as well as private investors.

The company also announced hiring Mark Lehmann as CEO. Before joining TodaCell, Lehmann was VP, Web and mobile marketing at Universal Music Group/Island Def Jam, and previously led Web marketing at mobile content provider Flycell.

New York-based TodaCell says its proprietary optimization technology helps advertisers and agencies improve mobile ad performance by analyzing publisher inventory and the click patterns of prior ad campaigns. That data is combined with targeting attributes such as mobile sites, geolocation, device type, and demographics to determine where a campaign will be most effective, and optimized accordingly.

Founded in Tel Aviv, TodaCell has raised a total of $4.35 million to date from AfterDox and recently opened a Berlin office as well as expanding its London office. Its network spans about 10,000 publishers and serves billions of impressions monthly. The company plans to use the new capital to expand its sales teams in the U.S. and Europe as well as its R&D efforts.

With the appointment of Lehmann, former CEO and founder Moshe Vaknin serves as a board member and strategic advisor for Todacell.