YieldMo, a technology company rethinking mobile advertising for publishers and marketers, has announced its Series B financing round led by Google Ventures. YieldMo raised $8 million in its latest round, with full participation from existing institutional investors including Union Square, Genacast, Rhodium, Dace Ventures and ff Venture Capital. The company has raised $12.1 million to date.

Using YieldMo's technology, marketers can purchase high quality ad placements in consumer-friendly formats on mobile pages and apps of premium publishers. The ad placements typically appear on 100% of the publisher's mobile inventory and allow for an incomparable level of testing and optimization using machine learning and predictive analysis. YieldMo has consistently delivered best-in-class metrics for publishers and marketers, and will use the new funding to continue building unparalleled technology infrastructure and adding more premium publishers and advertisers to its platform.

Michael Yavonditte, CEO of YieldMo commented, 'Premium publishers need a flexible way to monetize the massive shift in traffic from desktops to mobile devices. Publisher business models are threatened if they cannot find a way to replace the revenue. Marketers need a platform with formats and transparency that allows for proper testing and optimization over time and that provides a reliable ROI. Consumers visiting premium publishers on their personal mobile devices want to see ads they can read without being interrupted. We created YieldMo to solve these problems for each of these constituencies in a balanced way.'

'In mobile, one of the big challenges is developing compelling ad formats that work on small screens, and YieldMo has created a format that is incredibly appealing,' said Rich Miner, General Partner, Google Ventures. 'I was impressed that YieldMo's adaptive ad format and platform were performing so well that publishers were opening up premium inventory.'