MoJiva on Wednesday said it attracted a first round of funding from the venture capital arm of media giant Bertelsmann.
The New York City mobile advertising startup also named David Gwozdz, an early DoubleClick employee, as its chief executive. Mr. Gwozdz founded online ad networks Hot Link Media in 1995.
"What MoJiva has created, combined with the recent advances in mobile browsing devices, I believe will be the catalyst to literally propel the mobile advertising world to levels that rival the online ad market," Mr. Gwozdz said in a statement.
MoJiva plans to use the funding to build up its product development and boost its sales and marketing.
MoJiva, formed in May of 2008, promises advertisers the ability to target location-based mobile ads to phones with the use of its Mobile Advertising Toolkit.
Financial terms of the investment were not disclosed.