Tokyo-based AdInnovation, the startup behind mobile ad analytics solutions AdStore Tracking and Hitracking, announced today that it has partnered with Digital Advertising Consortium (TSE:4281, DAC for short), raising an undisclosed sum of funding from the latter. We were told that AdInnovation became an equity-method affiliate of DAC through the partnership.
Since its launch back in 2010, AdInnovation has been providing white-label ad performance tracking solutions to many Japanese mobile ad agencies. They raised $1.6 million from several Japanese investors back in July, and recently launched a new performance analytics tool called Hitracking.
DAC is a media representation company focused on digital advertising and marketing, founded back in 1996 by several Japanese ad agencies including Hakuhodo (TSE:2433) and Asatsu-DK (TSE:9747). It leads this industry in Japan, followed by Cyber Communications (TSE:4788, CCI for short, founded by Dentsu) and CyberAgent (TSE:4751).
Through this new partnership, AdInnovation will explore opportunities in cross-media marketing, providing their clients advertising and marketing services using TV or other mass media as well as internet marketing. In this space, while Japanese media representation leaders like CyberAgent and Adways (TSE:2489) have their own tracking tools respectively such as Camp and PartyTrack, DAC had got nothing like this kind of tools in their group companies. The partnership indicates DAC’s strong intention that they wanted to obtain such a tool.
For those interested to learn more about their solutions, you can meet with them at AppsWorld North America (February 5-6, San Francisco), Casual Connect Europe (February 11-13, Amsterdam), and SXSW Interactive (March 7-16, Austin).