Independent But Growing: Mobile Ad Network Jumptap Closes $25 Million Round

As consolidation continues in the mobile ad space — with Greystripe most recently getting bought by ValueClick (NSDQ: VCLK) — one of the remaining, larger independent players is making sure it will have the scale to go the distance for the near term. Jumptap, the targeted mobile ad network, today announced that it has picked up $25 million in funding.

This looks like the official, and revised, confirmation of $20 million in funding that was reported by TechCrunch in April, based on an SEC filing. This round will take Jumptap’s total funding to over $90 million to date.

This round included participation from existing big-name investors AllianceBernstein, General Catalyst, Redpoint Ventures, Summerhill Ventures, Valhalla Partners and the advertising giant WPP. Jumptap noted in its emailed release that there were also several new investors — although they were unnamed.

The funding underscores the continuing growth we have been seeing in the mobile advertising space in the last year, as the number of ad-supported apps and mobile web content continue to rise, and more people take up smartphones to use them.

Jumptap says that its ads — which run the gamut from rich-media units to self-service text-based targeted ads — currently reach 83 million consumers worldwide, via 10,000 sites and apps; and in April the company had over 10 billion ad requests. That represents a 30 percent increase on traffic over last year.

One other potentially valuable asset that Jumptap has: a portfolio of around a dozen technology patents related to mobile advertising and rich media services. It has announced at least one partnership, with Dentsu subsidiary cci, licensing that technology for cci to use on its own platform.

Now the big question is: will all this be enough for Jumptap to go it alone — or at least continue to look like an attractive add-on in this increasingly consolidated field?