Ad Infuse CEO Brian Cowley

Ad Infuse raised $12 million in a financing round led by new investor SoftBank Capital. The round included existing investors ComVentures and Storm Ventures.

Ad Infuse has been given a “big vote of confidence in our platform, with an investor like SoftBank, in how we handle data and privacy, but we have more sophisticated capabilities we want to invest in,” particularly around carrier solutions, says Ad Infuse CEO Brian Cowley.

Ad Infuse already is ahead of its business plan. Still, “we have a lot of work to do this year. I think everybody does in this market,” Cowley says.

The new funds will be used to aggressively extend Ad Infuse’s position in delivering a premium mobile advertising network and platform for mobile operators, content publishers and advertisers, the company says. It will also continue to invest in its rich media advertising solutions and personalization capabilities.

As part of the investment, SoftBank Capital partner Mike Perlis will join the Ad Infuse board.