Local mobile ad company xAD has received an expanded capital round of funding, taking in another $4 million in this B1 round.  Heading up the new funds is Emergence Capital Partners, which has had investments in other ad networks like Doubleclick.

The funding will be used to expand its technology platform, grow its management team and penetrate the local mobile ad sector.  As part of the funding round, Jason Green, partner of Emergence Capital, will join the company’s board of directors.

xAD works by offering a variety of mobile search algorithms, applying these to localized ads that tap into the existing mobile market.  The technology is currently pending patenting, and works at identifying who wants what products, where and when.  It’s a localized form of personalized advertising, which has been made possible with growing smartphone trends.

“Our data indicates that mobile ad inventory has greater value and performance when tied to location,” says Mike Boland, analyst with BIA/Kelsey Group. “xAD is ahead of the curve in building a uniquely local advertising network, where user intent and location relevance considerably boost ad performance.”

A number of businesses and ad networks are looking to this local matchmaker game for integrated advertising, which is highly targeted and bears plenty of potential in today’s consumer market.  Finding the best way to bridge communications between brands and consumers is the trick to any mobile advertising network, and much of the ongoing development in this area has been directly related to mobile search.