MobileAds

MobileAds.com, headquartered in Penang, Malaysia, operates as a programmatic advertising platform tailored for marketers and advertising agencies. The company was established in November 2013 by Alvin Koay, who currently serves as the CEO. Koay's journey into the mobile advertising space began in 2010, during the initial phase of the mobile revolution, when he acquired the significant domain names MobileApps.com and MobileAds.com. His first venture, MobileApps.com, received seed funding but was eventually shut down. This led to a pivot towards online advertising with the launch of RichMediaAds.com, a platform for creating rich media ads for both desktop and mobile web. As mobile advertising gained traction, the focus shifted, culminating in the development and launch of MobileAds.com, a new platform designed for the global in-app mobile advertising market, compliant with IAB-standard MRAID2.0 specifications.

The company provides a self-serve platform that enables clients to manage, track, and audit their advertising campaigns across a multitude of channels, including desktop, mobile, in-app, and connected TV/OTT. The business model is structured around a pay-as-you-go system, offering flexibility to its users. MobileAds.com generates revenue through cost-per-mille (CPM) charges that vary depending on the ad format, such as image ads, HTML zip files, rich media, and video (VAST) ads. The platform supports a wide array of creative formats, including image ads, animated GIFs, rich media, video, and HTML5 creatives, utilizing MRAID, VAST, VPAID, and Javascript tags.

The core of MobileAds.com's offering is its all-in-one automation platform where users can build ads, test strategies, and optimize cross-channel campaigns. It features a rich media and video ad creator for building interactive HTML5 ads. The platform also incorporates machine-learning for automation and optimization of campaigns. This allows for the automated buying and selling of ad inventory through real-time bidding, targeting specific audiences with precision. Key personnel include April Cheong as Product Manager, who oversees product strategy, design, and development, and Boon Sheng, Tan, the back-end developer and database expert who was instrumental in designing the MRAID-standard ad serving module. Early in its history, MobileAds received a six-figure strategic investment from Seattle-based HasOffers (now TUNE), which was intended to facilitate the company's entry into the U.S. market.

Keywords: programmatic advertising, mobile advertising, ad platform, self-serve advertising, cross-channel campaigns, in-app advertising, rich media ads, video advertising, ad creation, campaign optimization, MRAID, VAST, VPAID, ad serving, digital advertising, ad agencies, marketers, CPM, real-time bidding, ad tech, HTML5 ads