Sofialys to build AdMob-style marketplaces for operators

French firm wants to complement in-house sales operations with self-service exchanges.

It calls the new service ADITIC, and says it gives operators the opportunity to monetise all or part of their inventory electronically and therefore accelerate their sales rate. Basically, it will mop up any inventory not sold by in-house teams or partners.

Meanwhile publishers get to use web and app ad formats along with audience qualification through user profile, location, country, handset and context-based targeting.

According to Julien Oudart, VP of sales and marketing at Sofialys, said: "While everybody remains convinced that mobile phones offer unique ways of engaging with consumers, neither brands nor agencies seem truly happy with the performances offered by existing ad networks.

"We firmly believe that ADITIC is about to change all this and we welcome the boost given to us by VC Creathor".

Sofialys recently raised several million Euros of fresh capital from the German investor Creathor Venture.