Editorial Summary

Chinese mobile advertising startup CASEE today announced that it has closed an investment from London-based mobile marketing company Velti plc. The investment was worth up to $6 million, according to this announcement from Velti. CASEE operates an online mobile advertising marketplace at CASEE.cn (We called CASEE the AdMob of China in this earlier post.) Wireless application protocol (WAP) site operators go to CASEE and sign up to run ads on their sites, while advertisers can bid for ad space through CASEE.

CASEE claims to be serving over 500 million ads a month on over 3,000 WAP sites in China. The company currently has 25 employees, but expects to reach 45 by the end of 2008. The company's publishing partners include Sina, Sohu and QQ.

The announcement said that Velti will be able to extend CASEE's mobile advertising technology outside of China and that the two companies will cooperate on product offerings and development. CASEE's founder and CEO is Xin Ye, former CTO of Linktone (NASDAQ: LTON).