Mobile marketing platform Vserv has raised an undisclosed amount in funding from Maverick Capital Ventures, to bring the total amount of funding it has raised till date to $18 million. This includes its first round of funding of $3 million from IDG Ventures India, in July 2011.

Vserv currently provides marketers, telcos, app developers and various data partners with solutions to enable relevant ads, drive user engagement and increase ROI on mobile ads among others. Its flagship product AudiencePro, ties together data from multiple sources such as offline and online marketers, telecom operators, mobile app developers and other third party sources. It then creates user personas and triggers real time intent signals thereby helping discovery, analysis and monetization of end users.

Other than this the company also offers VMAX, a smart data mobile ad exchange platform and AppWrapper, an ad integrations tool, to its clients. Note that in January, Vserv had launched a native ad format called Vserv Aqua Native, as a part of its Smart Data offerings, which was launched in October last year. The company says that Aqua Native is designed to displays ads that are customized as per the environment, design and layout of the app or site and can deliver 5760 different permutations of an ad to be displayed on an app or site.

In October last year, Vserv had initiated a transition into a smart data offerings focused company. It launched an e-commerce-focused re-targeting product Vserv Smart RT in November, which allows advertisers/brands to re-target desktop users on mobile sites & apps, and re-target mobile site users on third-party apps. In December, Vserv had tied-up with Indonesian telecom operator PT XL Axiata Tbk (XL) to enable mobile entertainment companies in Indonesia to target more relevant audience using the Vserv Smart Data platform.

Founded in 2010, Vserv claims that it interacts with over 500 million unique user profiles and has data on over 50% of the mobile internet users across emerging markets, including India, Thailand, Indonesia, Vietnam, Philippines and Malaysia among others. It has already tied-up with telecom companies like Vodafone, Airtel, Aircel, Globe, Mobifone & Robi Axiata for this initiative across emerging markets.

Vserv product expansion: Vserv had introduced real-time bidding on its mobile ad exchange that provided advertisers with access to rich media inventory and enabled them to target and bid only for select audience segments, in April last year. The RTB exchange was also integrated with Vserv’s mobile advertising solution AudiencePro, which was launched in partnership with Airtel in 2013. Last year in January, the company had also launched a new ad product called SmartRewards, which allows advertisers to incentivize users by rewarding them for specific actions.

In January, Vserv had appointed Shailesh Varudkar as its Vice President – Global Business Operations. Varudkar had been a consultant for Vserv since April last year. Last year in July, Vserv had appointed Anurag Patnaik as its Senior Vice President of Product. He had served as the SVP at Reliance Industries’ data services venture Reliance Jio, heading the digital ads business.

Image source: Vserv