MoJiva, a mobile advertising platform provider, has raised an undisclosed first round of funding from Bertelsmann’s VC arm Bertelsmann Digital Media Investments (BDMI). The New York City-based start-up, which launched in May 2008, has also appointed David Gwozdz CEO. Gwozdz, an original member of the team that founded online ad company DoubleClick, was most recently an SVP at behavioral ad company Phorm.

MoJiva plans to use the investment to develop new products and to expand its sales and marketing staff.  The company’s main product, its “Self Service Ad Delivery Tooklit” is targeted at advertisers who want to create and manage their own mobile campaigns, and publishers who want to monetize their mobile content through ads. Mojiva also provides white label versions of its toolkit to ad agencies. The company claims that it has served over half a billion ads since its launch (release).