Kiip, a firm that serves small surveys and branded rewards in apps as a form of mobile advertising has reportedly raised between USD8 million and USD10 million in a new round. It is not yet known who participated in the funding. The service is part of a wider trend, with publishers looking for ways to monetise apps without introducing intrusive in-app advertising. Kiip claims to operate across 400 apps for the iPhone and iPad, as well as devices running on Google's Android operating system. The service names brands including American Apparel and Pepsi among its clients and is now believed to be looking toward international expansion.