Mobile advertising demand-side platform Adelphic has announced an $11m Series B funding round, primarily driven by venture capitalist firm Blue Chip Venture Company, and other key investors including Google Ventures and Matrix Partners.
Massachusetts, USA-based Adelphic plans to use the new investment for international expansion into regions throughout Europe and Asia, along with the development of advanced mobile and cross-device targeting technology.
Michael Collins, Adelphic’s CEO, said:
“The performance and efficiency of our platform allows brands to quickly understand how much more they can do with their mobile ad spend. This funding round allows us to continue influencing the future of marketing by expanding a DSP that creates more meaningful engagement opportunities for our clients with their audiences – illuminating the real consumers behind their devices.”
According to Adelphic, by 2017 80% of mobile ad spend will be programmatic, but adds advertisers have been slow to shift to it, due to the lack of a standard user identifier in mobile. Adelphic says its own platform overcomes this limitation, so marketers can, “deliver precise communications resulting in meaningful interactions, ultimately increasing advertising performance and return on investment.”
Founded in 2010, the latest funding brings Adelphic’s total to $23 million. For more information on Adelphic, visit its company profile here.