Mobile Analytics Firm Adelphic Raises $10m

In the US, ad targeting and analytics tech startup Adelphic Mobile has raised $10m in an investment round led by Google Ventures. The firm says it will use the funds to double its headcount and scale its product development.

Founded in March, Boston-based Adelphic provides a platform called Audience Cube, through which clients can target their mobile customers with relevant ads. Its Predictive Data Platform is then used to measure the response. The products target ads in real-time by analyzing up to 30 customer identification 'signals', including their age, gender, time, and place, in addition to their device and network.

Rich Miner of Google Ventures joins Adelphic Mobile's Board of Directors as part of the funding deal.Matrix Partners, which led the company's initial funding round of $2m, has also participated in this round.

Adelphic co-founder Jennifer Lum (pictured) comments: 'We know that devices don't purchase things, people do, yet most other platforms focus on targeting devices. Our goal is to change the current vast 'dark supply' of anonymous mobile impressions into rich, audience-specific inventory for brands and media owners.'

Web site: www.adelphic.com .