Mochi Media Inc., an advertising services provider for independent online game developers, is expected Thursday to announce that first-time investor Shasta Ventures has led its new $10 million second round of venture funding, alongside existing investor Accel Partners. The company's $4 million first round from Accel was first
reported in March 2008.
Developers use Mochi Media's service to insert advertising, including pre-game and inter-level ads, into online games, in exchange for a share of advertising revenue. The company's service is comparable to that provided on a large scale by Massive Inc., the ad insertion company
acquired by Microsoft Corp. [
MSFT] in 2006. But while Massive tends to serve big game publishers, Mochi Media caters largely to independent developers. In addition to its core MochiAds offering, the company supplies analytical tools for game developers and a system for Web site publishers to find games and add them to their pages.
Since its previous funding, Mochi Media has hired former Yahoo! Inc. executive Eric Boyd as its vice president of engineering and ex-MySpace VP Carol Werner to lead its sales team.
-- Paul Bonanos See March 12 post from PaidContent.org regarding Mochi Media's previous funding
Continue reading below
