The next Google could come in mobile advertising.
That could explain interest in Smaato, a mobile ad technology startup that closed a $3.5 million first round on Friday.
“Our technology helps existing mobile ad sales networks extend their reach into the mobile world,” Smaato Chief Marketing Officer Harald Neidhardt said.
The one to get that right may have a lot to gain. That’s because Analysts from Informa Telecoms & Media forecast a mobile advertising bonanza that could be worth $11.35 billion worldwide by 2011.
But San Mateo, California-based Smaato is not alone. Rival startups such as Accel Partners-funded AdMob and Google’s DoubleClick also see mobile ad opportunities. Startup mobile phone service Blyke, which touts ad-supported minutes, is testing the waters as well.