Pursuits
Sweden's Widespace Targets U.S. to Tap Rising Mobile Ad Market
- Success requires finding niche in market led by Web giants
- Software startup seeks to add to $17 million raised so far
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Widespace AB’s software helps Coca-Cola and Disney pinpoint the right potential customers in Europe for mobile ads and tracks success to get the companies more bang for their money. Now the Swedish startup is seeking funding to take on Google and Facebook Inc. and carve out a niche for itself in the U.S., the world’s largest ad market.
The company already has business in 10 European countries -- reaching millions of viewers a day. Its technology lets companies target consumers just when they receive their paychecks, advertise vacations when the weather forecast is particularly bad, and push out ads about homes for sale to nearby smartphone users.