By Megan Rose Dickey, TechCrunch

Mobile advertising can be really intrusive. But, if done right, you might not even notice you’re being advertised to. That’s what mobile rewards startup Kiip is all about. It allows advertisers to seamlessly integrate relevant content and rewards into mobile apps. Today, Kiip has announced the close of its $12 million Series C round led by North Atlantic Capital with new investors participating like US Cellular and North Atlantic. That brings its total amount of funding up to $32 million.

To date, Kiip’s rewards platform is embedded in 5,000 mobile apps and delivers anywhere from two to three million rewards every day. Kiip’s mission revolves around something it calls moments marketing, which aims to push rewards at the most relevant moment to the consumer. When an app sees that you just finished running, a brand like smartwater could reward you with a 20% off coupon. Kiip works with brands including Coca-Cola, Smucker’s, Campari, The Home Depot, Marriott, Advil and KitKat.

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