While Offerpal struggles with its image-problem, and Zynga and Facebook deal with a class-action lawsuit, a new offer-based ad network is getting funding. gWallet, a virtual goods and online games monetization platform, has raised $12.5 million in its first round of funding. Adams Street Partners and Trinity Ventures led the investment, Stanford University also participated. S.F.-based gWallet will use the money to set up offices in NYC and London.

SEE ALSO: After Facebook Bans FishVille, Zynga Pulls Plug On All Performance-Based Ads

To mitigate claims of “scams” that bill people without full disclosure, or offers that don’t deliver as promised, the company brokers deals directly with brand and direct response advertisers itself, instead of just automatically buying unsold inventory. gWallet also runs a “transparent” platform, meaning both game developers and the social networks can scan through the offers and ads themselves. Zynga founder Mark Pincus, among others, maintained that a big problem with offer-based ad networks was that they failed to give the developers control over the quality of the ads that ultimately got served to players.