4Info has received $14 million in financing and is spinning out its new AdHaven division to focus on mobile advertising and sales.

4Info is a diversified mobile advertising, technology and media company. The new funding will allow it to expand and build awareness for AdHaven, which serves mobile advertising campaigns across the mobile Web, rich media, mobile video, applications, tablets and SMS with unique targeting abilities.

?AdHaven rethinks mobile advertising possibilities,? said Zaw Thet, CEO of 4Info, San Mateo, CA.

?AdHaven will operate as a division of 4Info, with a singular focus on mobile advertising technology,? he said.

?We will be growing our platform partners, in order to make it possible for marketers to achieve exceptional results by identifying and reaching their target audiences in mobile, bridging the identification gap that has been an issue between tradition online advertising and mobile advertising.?

Not just SMS
The financing round was led by Vulcan Capital, Mitsui Global Investment and existing investors Draper Fisher Jurvetson, Gannett, Mezzanine Capital and U.S. Venture Partners.

The additional funding will enable 4Info to make additional acquisitions and enable a greater focus on hiring and building its AdHaven advertising platform team so that it can continue to scale its audience targeting capabilities.

One reason 4Info decided to spin out AdHaven as a separate division is so that it can build awareness for the new services.

?We want folks to get to know the AdHaven name,? Mr. Thet said.

?4Info has been so closely tied with our SMS platform and services, that we wanted to get the word out that we offer much more beyond our expertise in that area,? he said.

?We?re still experts in SMS, but AdHaven brings many additional capabilities to the table.?

AdHaven seeks to simplify advanced audience and behavioral targeting and analytics in mobile through proprietary partnerships with leading publishers, ad-sources, inventory providers, and online and offline data providers.

The AdHaven division will continue development of the AdHaven Mobile Audience Platform, data and channel partnerships, and the AdHaven Audience Network.  

The division will also be responsible for continued integration with a growing list of platform partners, including consumer data partners, publishers, app developers, inventory exchanges, demand side platforms, supply side platforms, trading desks, real-time-bidding, and other inventory and ad-sources.

?We want to get the word out that AdHaven is focused purely on mobile advertising technology, and if marketers haven?t been taking a close look at the latest in audience targeting technology in mobile, it?s time to do so,? Mr. Thet said.

Final Take
Chantal Tode is associate editor on Mobile Marketer, New York