Appssavvy Gets $7.1 Million to Build Active Ad Platform

Social media marketing has to keep pace with the changes in technology. While earlier online advertising consisted of banner ads, the future will see ads that target specific activity such as updating statuses, voting in a poll, completing a level on a game, and so on.

Appssavvy has come up with Adtivity, a new technology that enables ads to be targeted to specific activities. Appssavvy has managed to raise $ 10.2 million from AOL Ventures, True Ventures, and New York Times Co.

Appssavvy, which has 55 employees, plans to use the funds to structure the engineering team and reorganize the sales team, apart from investing in mobile and web technology.

The CEO and co-founder of Appssavvy, Chris Cunningham, said that Adtivity is already used by 74 publishers including Disney. Coca Cola and Chase have used the platform for their campaigns.

The changes in consumer behavior are pushing changes in the way advertisements are structured in the Web. “The future of how publishers are building games and building communities is not around page views and impressions,” said Mr. Cunningham.

Adtivity does not deliver ads when a page is loaded but when an activity occurs. This provides the viewer with the opportunity to click on the ad if they require more information.

Source: Ad Age