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AdDuplex, a cross-promotion network for Windows Phone and Windows 8, announces raising $500,000 (382,000 euro) in funding from Lithuanian Practica Capital. The company, which was founded in 2011 by Alan Mendelevich and is based in Vilnius, says that their network is in use in more than 3,000 apps and that they serve tens of millions of ad impressions daily. Mendelevich tells us that the funding will go towards developing new products and to introducing new opportunities in its cross-promotion network.
AdDuplex is described as a cross-promotion network which allows developers for Windows Phone and Windows 8 to help one another by promoting others apps through ads. Developers who participate add the “AdControl” feature will begin to feature the apps of other developers and will have their own work promoted by others. The service is free to use and available everywhere, but Mendelevich tells me that that they use an 8:10 ratio. That is, for every 10 ads displayed in your app, 8 of the user’s are displayed elsewhere. The remaining 2 ads are sold to support the service.
Without question, there has been a dramatic increase across the globe in the popularity of mobile browsing and gaming. Over the past few years, Android and iOS have become the leading players on the mobile internet. Thus, I was interested in finding out why AdDuplex works primarily with Windows Phone and Windows 8, 2 operating systems which have struggled to gain market-share in recent years. Mendelevich tells me that the answer is fairly simple: familiarity with the Windows Phone ecosystem. He tells me that he connections with the community enabled him to roll out the service without needing investment other than his time. Mendelevich says that others have urged him to put the serve out for the more popular Android and iOS platforms, but he has resisted because of the time and money he believes are required to make the move.
Practica Capital is supported by funds from the JEREMIE Initiative, which is managed by the EU-supported European Investment Fund. According to Practica’s website, their seed fund is 100% and the VC fund 70% financed by the JEREMIE Holding Fund. In the past few months, we have received news about their investment in app Gifty, investment in 3D-model marketplace CGTrader, investment in money-transfer service TransferGo, and the announcement of their partnership with Vilnius-based accelerator StartupHighway. They have become a very active part of the Lithuanian startup ecosystem in recent months and it continues with this latest move.
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