Adfonic, a self-serve mobile ad marketplace, has raised $600,000 in its first round of funding. Clean tech entrepreneur Gordon Shields supplied the investment; Shields founded Shields Environmental, a tech recycling service for mobile network operators. London-based Adfonic will use the money for new hires and to scale its platform out internationally.

Founded in 2008, Adfonic pulls publishers’ available mobile inventory (including banners and in-app ads) into its platform; advertisers can then run campaigns according to quickly-set criteria. Current clients include mobile city guide provider BeeLoop and mobile website developer Wapple. Adfonic also has offices in S.F. and Paris. Release.