Adelphic Mobile Raises $10M to Revolutionize Mobile Ad Targeting
Mobile advertising startup Adelphic Mobile has secured $10 million in Series A funding, led by Google Ventures, with participation from existing investor Matrix Partners. The company, founded by former Quattro Wireless executives, specializes in advanced mobile ad targeting using predictive analytics.
Key Highlights of the Funding Round
- Lead Investor: Google Ventures, with Rich Miner praising Adelphic’s data-driven approach to mobile consumer profiling.
- Previous Funding: A $2 million seed round led by Matrix Partners in March 2022.
- Growth Plans: Expansion of tech and marketing teams to scale operations.
How Adelphic Stands Out in Mobile Advertising
Adelphic leverages predictive modeling to analyze 30+ data signals, including demographics, location, and behavioral patterns, to deliver hyper-targeted ad campaigns. According to CEO Jennifer Lum, this approach has already driven significant improvements in campaign performance.
Founders’ Vision
Co-founded in 2010 by Jennifer Lum (former VP of Ad Operations at Quattro) and Changfeng Weng, Adelphic aims to shift mobile advertising from device-centric to consumer-centric targeting. Lum emphasizes:
“To take mobile advertising to the next level, we need to focus on real people—not just devices or carriers.”
Industry Context and Competitive Edge
Since its public debut in March 2022, Adelphic has processed 20 billion transactions on its platform. While compe*****s like AdMobius (also founded by Quattro alumni) emerge, Lum asserts Adelphic’s uniqueness:
- Exclusive Mobile Focus: Unlike rivals blending desktop and mobile data, Adelphic specializes in mobile as a standalone channel.
- Holistic Consumer Profiles: Combines vast datasets to build detailed audience insights for brands.
What’s Next for Adelphic?
The funding will accelerate:
- Tech Team Expansion: Enhancing predictive modeling capabilities.
- Marketing Growth: Building out a dedicated team (currently 22 employees).
As mobile advertising evolves, Adelphic’s data-first approach positions it as a key player in the next wave of precision ad targeting.
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