Following a successful round of fresh capital worth several million Euros of from the German investor Creathor Venture, leading French mobile advertising specialist Sofialys has launched a new online mobile ad marketplace, ADITIC.

The new marketplace is designed to enable agencies and advertisers to identify audiences and serve campaigns on the growing inventory of mobile operators and publishers. The platform is designed to offer agencies and advertisers higher ROI through the access to premium inventories such as operators' portals and qualified publisher services.

Sofialys has revealed that negotiations are underway with a number of mobile operators to use ADITIC as an electronic sales channel for on portal traffic, and VIP access will be granted to a limited number of agencies and brands, enabling them to choose which operator or publisher site/application their campaign is served on.

ADITIC allows publishers to offer a range of mobile web and smartphone application ad formats (for iPhone, Gphone and Blackberry) and to further in terms of audience qualification through user profile, location, country, handset and context-based targeting. Sofialys says that ADITIC will give mobile operators the opportunity to monetise all or part of their inventory electronically and therefore accelerate their sales rate.

The new addition to the Sofialys portfolio comes only weeks after the company launched the Mobile Adbox ad-server which supports the insertion of multiple iPhone advertising formats such as banners and text ads into mobile Internet and video applications.

Commented Julien Oudart, VP Sales & Marketing at Sofialys, "The advent of Smartphones and the iPhone in particular, has dramatically changed the agencies' and advertisers' appetite for mobile advertising. However, while everybody remains convinced that mobile phones offer unique ways of engaging with consumers, neither brands nor agencies seem truly happy with the performances offered by existing ad networks. We firmly believe that ADITIC is about to change all this and we welcome the boost given to us by VC Creathor".