Social game ad specialist appssavvy receives $7.1 million investment
Advitity trades on the idea that the future of mobile advertising lies in the monetisation of actions such as voting in a poll, comments systems and location-based check-ins.
Appssavvy began life by linking up advertisers with social game devs such as Zynga and Rockyou, before moving on to focus on its new action-based monetisation goals.
Existing investors True Ventures and the New York Times Company were joined by AOL Ventures to bring the company's lifetime investment to $10.2 million.
The list of publishers using the technology is up to 74, with Disney, CrowdStar, OMGPOP and Arkadium involved.
Appssavvy CEO and co-founder Chris Cunningham said that the money would also be spend on organising the current 55 strong team.
More specifically he's looking to structure the engineering team as well as invest in web and mobile technologies.
"The future of how publishers are building games and building communities is not around page views and impressions," said Cunningham.