Y Combinator-Backed Mth Sense Aims To Improve Mobile Ad Targeting Based On Your App History

As mobile publishers and advertisers struggle to know more about the users who are seeing their ads, a Y Combinator-backed startup called Mth Sense is offering a new approach to the problem ? it looks at consumers' app usage data to create a profile of their demographics and interests. This is an area that's attracting investor dollars. Perhaps most notably, both Sequoia Capital and Kleiner Perkins Caufield & Byers invested in a startup called Drawbridge, which connects user data on mobile and desktop devices. So what's Mth Sense doing differently? CEO and co-founder Mandar Agte says there are existing solutions to target mobile ads based on the app you're using when the ad is served, but that provides a pretty limited view of the user.

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