It can take up to four months for Todacell to analyze a publisher's inventory to make ad recommendations. The company has been developing its technology in stealth mode since March 2007 and only went live with publishers in April.
Fring, MobiLuck, Mocospace and TuneWiki are among the mobile publishers working with Todacell, which says it has an audience of 26 million monthly unique visitors.
The company has secured a $1 million strategic investment from AfterDox, a group of investors comprised mostly of former executives from billing and CRM software maker Amdocs. --Mark Walsh