Trademob

Trademob GmbH was a German AdTech firm established in August 2010 by Ravi Mark Kamran. Headquartered in Berlin, the company positioned itself as a data-driven mobile app marketing platform, securing its place in the burgeoning mobile advertising market. Trademob attracted notable venture capital, raising an undisclosed seed round in 2011 from Tengelmann Ventures and High-Tech Gründerfonds. This was followed by a significant $15 million Series B funding round in November 2012, led by Kennet Partners with continued participation from its initial investors. This capital injection fueled the company's international expansion, including opening offices in New York, London, Madrid, and Paris, and further development of its proprietary technology.

The core of Trademob's business was a mobile programmatic demand-side platform (DSP) that provided a unified point for advertisers and agencies to manage mobile application ad campaigns. The platform aggregated over 100 mobile ad networks, RTB exchanges, and media partners, enabling clients to plan, track, and optimize user acquisition and re-engagement campaigns. By leveraging real-time bidding and advanced algorithms that analyzed user profiles and interests, the platform could reach over 1 billion smartphone users globally. Its business model centered on helping app marketers, such as eBay, Universal Music, and Delivery Hero, to increase user retention, boost in-app engagement, and improve app store rankings.

A key feature of Trademob's service was its specialization in both user acquisition and app retargeting to maximize user lifetime value. The technology included a predictive engine and capabilities for dynamic creative optimization (DCO), which allowed for highly targeted and individualized ad messaging. In a strategic move to enhance its market position, Trademob was acquired by the Paris-based marketing specialist Adikteev in February 2017. The all-share deal saw Trademob's founder, Ravi Mark Kamran, remain as Managing Director and join Adikteev's board, ensuring a smooth integration of expertise and technology. The acquisition combined Trademob's programmatic buying technology with Adikteev's sales force and creative capabilities, creating a more comprehensive mobile marketing platform.

Keywords: mobile advertising, demand-side platform, app marketing, programmatic buying, AdTech, user acquisition, app retargeting, mobile marketing, real-time bidding, campaign optimization, ad networks, dynamic creative optimization, DCO, user lifetime value, mobile DSP, advertiser platform, marketing technology, Berlin startup, data-driven advertising