Adfonic says its self-service platform will deliver sophisticated mobile campaign management, advanced targeting capabilities, web-based real-time reporting and analytics, and an intuitive user experience.

Victor Malachard, CEO of Adfonic, said: “We are creating a transparent marketplace for advertisers to buy mobile inventory using a bidding model which will keep costs low whilst protecting their brand.

"Mobile has the potential to be the most powerful channel in the marketing mix.  Our goal is to turn that potential into reality,” says .

Adfonic’s targeting options include location, device,  operators, demographics and day-time parting.  A Web 2.0-style “tag” approach further helps advertisers reach a contextually relevant set of publishers.