Madvertise’s RTB feature comes as part of its new madPlus platform, revealed on Monday. The platform also comes with a campaign-planning tool called madPlus Trading and is, according to Madvertise global partnerships chief Vincent Pelillo, fully compliant with the OpenRTB 2.0 technical standard.

All of which is quite similar to what Smaato, a U.S. competitor that also has a European office in Germany, announced just last month. So what’s the difference here?

As previously, Madvertise is heavily touting its core targeting tech. While Apple scratches its head trying to figure out a successor to the unique device identifier (UDID) technology that recently hit headlines again thanks to the mysterious actions of hackers at Anonymous, tracking user behaviour has become a complicated business.

And Madvertise reckons its secret-sauce algorithms, which correlate dozens of data types from rough location to browser and app choice, give the company a fighting chance in targeting specific demographics.

As Pelillo put it:

“We have the ability to do some interesting things due to our experience as a network. We get to start with all the data, experience, and traffic that comes from our network business, and the partners we integrate can immediately benefit from that. Since we are integrating the supply, the demand, and the exchange, we offer a turn-key solution for anyone interested in doing business with us. As a result improved targeting and machine learning techniques can result in higher eCPMs for publishers and better campaign targeting/delivery for advertisers and agencies.”

The company already seems to be making impressive headway. When we last caught up with Madvertise in May, the company was touting two billion monthly impressions – and that was taking into account the impressions it was buying in through its purchase of Turkish rival Mobilike.

Now it says it’s scoring six billion monthly impressions. That’s 200 percent growth in five months.

According to Pelillo, the sudden growth spurt is down to a few factors: footprint growth in Spain, Italy, the UK and Germany; the aftermath of the Mobilike acquisition; and a huge amount of supply-side partnership-inking over the last four months, in anticipation of the madPlus RTB launch we see today.

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The mobile advertising company notes huge jumps during the months of November and December, with more engagement in full screen ads. Among the other datapoints, ad impressions found in mobile software with the Samsung Galaxy Tab — not Apple’s iPad — accounted for the most mobile ads in tablet apps. That could be due to more iOS devs using iAds, but still: It’s a rare time the Tab is ahead of Apple’s successful tablet by any measure! This makes sense to a degree: Android app developers tend to rely on in-app ads for revenue vs. iOS developers who successfully generate revenues through app sales.

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Detailed user information has become increasingly valuable in mobile, where an explosion in the number of mobile apps has led to a glut of advertising inventory in the industry over the last 18 months, forcing CPMs (cost per thousand ad impressions) down. So app developers and content owners are scrambling to find ways to boost the value of mobile ads in order to ramp up ad revenues. Mobclix claims its new partnership with Nielsen will enable developers and publishers to produce CPMs that are 20-100 percent higher than the market at large.

Mobclix offers mobile analytics that provide developers with information about how consumers use their mobile applications, and the company claims a penetration rate of 85 percent across iPhone and iPod touch unique devices. The Palo Alto, Calif.-based startup is vying for a chunk of a mobile advertising market that will generate $13 billion in revenues by 2013, according to Gartner, as smartphones and flat-rate data plans become more affordable for mainstream consumers. The space still faces substantial hurdles, from a lack of performance metrics to consumer privacy concerns, but providing more detailed information about individual consumers will surely help entice advertisers to invest more heavily in mobile.

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Images courtesy The Nielsen Company.

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We asked our friends at Mobclix, a Palo Alto, Calif.-based startup that offers mobile analytics and runs a mobile ad exchange, if they could help. They crunched some numbers and came back with some surprising findings. For example: BlackBerry paid apps are among the most expensive, followed by Microsoft, Android and the iPhone OS platform. Nokia Ovi paid apps were among the cheapest.

Data source: Mobclix

* Includes only the top 8,500 apps in the U.S. Android store.

** Includes only the top Ovi apps.

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