Enterprise technology firm Adbrain has launched in private beta what it calls the "advertising industry's first truly transparent, customizable and intelligent platform for programmatic mobile audience buying," a company statement said.

The platform's launch came just less than nine months after it got seed funding amounting to $1.9 million. The startup's backers are leading US and UK institutional investors. Abdrain uses the newest artificial learning and deep learning technologies to provide actionable insights from data gathered. This enables advertisers to link to their target in real time from whatever device, the statement said.

Omnicom Media Group Europe's Annalect, The Exchange Lab, M&C Saatchi Mobile, Fetch and Somo will be the first firms to try the Adbrain platform in its beta release. Aside from the chance to access the platform early in its development, the companies will be able to exclusively access Adbrain's product and engineering teams who will aid them in coming up with innovative trading capabilities for mobile and multi-screen advertising, the statement said.

Adbrain Chief Executive Officer Gareth Davies said in the statement, "The fact that global leaders like Annalect, M&C Saatchi Mobile, Fetch, Somo and The Exchange Lab jumped at the chance to test-drive our enterprise platform is a fantastic validation of the unique data and customisation-driven approach we've taken to real-time mobile and multi-screen advertising. We're thrilled to be helping our leading programmatic beta partners accelerate their mobile trading capabilities, and our mobile-first partners to leverage data enriched real-time bidding to transform the transparency and efficiency of their mobile spend. We anticipate robust demand when we open the platform up to the wider market later this year."

Estimates show that programmatic ad purchasing is rising 56% a year in countries like the US. Advertisers are now getting lured at the fact that they can buy "data-driven, targeted and cost-effective ad inventory" through these platforms, the statement said.