MoPhap Relaunches as Ringleader Digital, Gets Cash Infusion

Relaunching as Ringleader Digital, the mobile ad network formerly known as MoPhap has received $6 million in first-round venture financing led by marketing services company W2 Group.

Ringleader aims to erase the distinction between Internet and mobile advertising by making its service compatible with online ad platforms such as Atlas AdManager and with any wireless networks and mobile devices. By delivering ads appropriate to device type, for instance, Ringleader's network would only serve a video ad to a phone capable of playing it.

The company is also launching a mobile cookie solution that will give a unique identifier to a device and track its usage whether serving video, text or banner ads and Java applications.

"A lot of the focus of our company is blurring the lines between online and mobile," said Bob Walczak, CEO of Ringleader.

Best Western, Absolut Vodka and Blu-Ray are among the brands that have run mobile campaigns on the company's network so far. Walczak said New York-based Ringleader would focus on expanding its sales force this year, including overseas in London and Shanghai.

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