Madhouse Receives New Investment to Remove VIE Structure But Remain Independent

SHANGHAI, June 8, 2015 /PRNewswire/ -- Leading mobile ad platform and service company Madhouse announced today that it is to receive new investment to remove its VIE structure. The company will retain its operating independency and accelerate mobile programmatic buying and international expansion.

Founded in 2006 in Shanghai, Madhouse was the first mobile ad platform company in China to provide advanced mobile ad technology and marketing services. With the motto of "In Mad We Trust," Madhouse was saying as much as ten years ago that mobile media and advertising would be the future.

Madhouse brought the vision of "No Mobile No Marketing" in 2010. The company empowered major media agencies in China by providing cutting edge mobile ad technology and marketing solutions to brand advertisers. These partnerships accelerated brand advertisers' media investment on mobile and further strengthened Madhouse's leadership in China.

The company entered India in 2012 as the first step towards expanding its international operations. Today it is the largest mobile advertising company in India for brand advertisers.

Riding the current transition of "From Mobile First to Mobile Most," Madhouse further innovates its mobile ad platform with sophisticated programmatic buying solutions via big data technologies. This is helping brand advertisers to engage local consumers through mobile ad technology and marketing solutions. Meanwhile, it is also playing an important role in helping Chinese developers promote their Apps globally.

"With Madhouse's 10^th anniversary approaching, we have witnessed the evolution of China and the global mobile ad ecosystem. Our strategy and vision are clear," Joshua Maa, founder and CEO of Madhouse commented. "We had the pleasure of discussing with BlueFocus and found that we both share the same vision, especially on 'mobile centric' and international expansion. We're very happy to have BlueFocus as our strategic shareholder. Over the next 10 years, we will continue to focus on leveraging our mobile ad technology, data-driven programmatic buying and accelerate our international expansion."

Mr. Fei Pan, CEO of BlueFocus Mobile Internet said, "As China's leading mobile ad platform company, Madhouse has very clear positioning and vision. With its seasoned experience and premium media leverage recognized by the market in the last decade, Madhouse is a perfect match for BlueFocus. We would like to share third party resources and mobile ad technologies with Madhouse upon this partnership."

Madhouse will remove its VIE structure so as to establish a more flexible corporate structure. After former institutional investors exit, Madhouse will keep its independence and founder Joshua Maa will continue to run the company as the chairman of the board and CEO.

Madhouse launched its flagship programmatic buying platform earlier this year, including PremiumMad with high-quality content, mobile App marketing platform PerforMad, intelligent In-App ad network SmartMad and audience expansion platform OptiMad. It serves the needs of different clients, including media, agencies, App developers, e-commerce and O2O.

Madhouse remains independent and will continue to focus on mobile advertising, data-driven programmatic buying and will continue to look for new opportunities to expand its global market.

About Madhouse

Founded in Shanghai in 2006, Madhouse is a leading mobile advertising platform and service company. Focused exclusively on mobile marketing via data-driven programmatic buying, the company aims to optimize mobile advertising investment. Madhouse helps brand advertisers to engage target audience for brand awareness, and customer loyalty. It also provides solutions for mobile performance marketers to acquire high quality users globally. Madhouse expanded into India in 2012 and has become the largest mobile advertising company in the market. It has more than 240 employees in six offices across China and India.

SOURCE Madhouse