San Francisco-based Greystripe, which helps to subsidize the cost of mobile games and mobile apps through advertising, has raised $5.5 million in a third round of funding. The round was led by existing investor, Incubic Venture Capital, with Steamboat Ventures and Monitor Ventures also participating. In total, the company has raised $15.6 million.
The funding will be used to help Greystripe integrate its mobile inventory directly into “industry-accepted online media-buying software,” like Microsoft’s Atlas. In doing so, ad agencies will be able to easily add mobile to their online campaign and get measurement results. Advertisers will also be able to use “Flash-like” ads, even on phones that don’t support the Adobe (NSDQ: ADBE) technology. Greystripe co-Founder and CEO Michael Chang: “For too long the mobile advertising world has built a silo approach to their business. Those days are over. It