A month after rolling out a beta test for its new metrics and verification product aimed at, in part, improving mobile ad measurement, Mpire is changing its name to AdXpose and says it has raised $3 million in a round led by Draper Fisher Jurvetson.
In addition, the Seattle-based company has promoted president and Chief Revenue Officer Kirby Winfield to the position of CEO, and that SVP of Strategic Development Ryan Polley will take on the newly created position of COO. The previous CEO, Matt Hulett, stepped down in August 2009 to become chairman and SVP of the games division at RealNetworks.
AdXPose is also the name of the company’s new measurement aid. It’s described as a cloud-based solution that builds on some of the guidelines released by the Interactive Advertising Bureau and the Mobile Marketing Association last week, laying out standards for measuring mobile advertising and marketing campaigns. The lack of accountability has often been cited by marketers as a reason for holding back online ad spending in general; mobile has generally been regarded as even worse, in terms of being able to compare audience measurement.
Mpire/AdXPose claims the service, still in beta, is being used by large agencies and networks, including AdMeld, Pandora, the New York Post and IDG. Release (via PEHub)