mocoNews - JumpTap Launches Service To Take On Google's Mobile AdWords

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Rory Maher

mocoNews.net
Wednesday, April 15, 2009; 1:00 PM

Mobile search and advertising startup JumpTap has launched tapMatch, which lets advertisers pay to have text ads placed next to keywords on mobile websites, search results and applications, according to VentureBeat . If it sounds familiar, that's because it is very much like Google's mobile version of AdWords. JumpTap Chief Marketing Officer Paran Johar says tapMatch offers better targeting by allowing advertisers to choose specific phones or carriers on which to have their ads run. That is important for advertising on mobile because not all carriers or phones allow users to download the same applications.

JumpTap is a well-funded company, having raised $72 million to-date, including a $26 million round last August. Investors include Alliance Bernstein, General Catalyst Partners, Summerhill Venture Partners, Redpoint Ventures, Valla Partners and WPP.

Tricia adds: Last week, I had a chance to catch up with Johar, who explained that the launch of tapMatch marks a step in the company's evolution. Historically, it provided white-label search to carriers, but now the company is evolving into a an advertising network. It has a CPM-based ad network supported by its own salesforce, but today's announcement marks their expansion into a self-service ad network in which advertisers only pay per click. It's like AdWords, Johar said, "but in addition, it's made for mobile, and includes carrier and handset and more context specifically for mobile." As for mobile search, Johar said they are still supporting it. "It's our heritage, and we are utilizing the technology for targeting, and now we are diversifying the business into advertising. It's all an evolution."