Promising To Bring Mobile Ads On Par With Desktop, Real-Time Bidding Startup Gradient X Leaves Beta

After a six month test period, Gradient X took the beta label off its mobile ad platform. Backed by $3.75 million from GRP Partners (er, I guess that's Upfront Ventures now) and others, the company claims to bring performance ads on mobile to "feature parity" with other forms of digital advertising. The features highlighted on its website include audience data pulled and normalized from multiple sources, a real-time bidding platform that's been specifically optimized for mobile, algorithms that predict ad performance, and actionable dashboards.

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