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Mobile Advertising Startup Adelphic Mobile Launches, Raises $2M from Matrix Partners

Adelphic Mobile today launched its intelligent Predictive Data Platform to allow companies to buy and sell mobile advertising at scale and optimize those campaigns. The company, which raised $2 million in seed funding from Matrix Partners, is founded by mobile advertising vets Jennifer Lum and Changfeng Wang.


Adelphic Mobile Introduces Intelligent Predictive Data PlatformTM for Targeted, Scalable Mobile Media Sales

Mobile Industry Veterans Changfeng Wang and Jennifer Lum Seek to Transform Mobile Advertising

Company Secures Funding from Matrix Partners; General Partner Antonio Rodriguez Joins Board of Directors

Boston, MA — March 13, 2012 — Adelphic Mobile today unveiled an entirely new way for marketers to reach targeted mobile audiences at scale and for media owners to monetize their inventory. With the public launch of its powerful and intelligent Predictive Data PlatformTM (PDP), Adelphic overcomes the fundamental challenges that prevent buying and selling mobile media effectively at scale. Companies can now buy and sell mobile advertising similar to the way they are accustomed to on the wired web. Adelphic is founded by Changfeng Wang and Jennifer Lum, mobile industry veterans with established careers at companies such as Apple iAd, Quattro Wireless, Nokia, Enpocket and m-Qube.

Adelphic’s PDP offers a suite of solutions for advertisers to reach their desired audiences and for media owners to better understand, manage, and monetize their ad inventory. PDP features AudienceCubeTM, a new targeting technology that leverages data predictive of campaign performance to find and engage mobile audiences. It is the first targeting system capable of systematically identifying, integrating, and processing all types of data to provide a full picture of audiences in real time.

“It is well known that data is the answer to increasing media liquidity and performance in mobile advertising,” said Adelphic co-founder Changfeng Wang. “Our targeting and optimization technology is the first of its kind.  It is the realization of a vision that developed over the course of my career. Adelphic will make a profound impact on the growing the $2 billion mobile advertising industry.”

During the company’s private beta period, Adelphic secured support from agencies such as Mobext.  “Adelphic is introducing a strong mechanism to drive effective mobile advertising at scale. It has created a powerful solution that will help marketers achieve their mobile marketing objectives; given their back ground as early mobile advertiser pioneers [from Quattro Wireless], we’re confident that their solution serves a gap in the market.” said Phuc Truong, Managing Director of Mobext US.

Funding Supports World-Class Team and Fuels Expansion of Innovative Mobile Ad Platform

Adelphic also announced $2M in Seed funding from Matrix Partners to help the company grow aggressively in all areas of its business. Antonio Rodriguez, general partner at Matrix Partners, has joined the company’s board of directors.

“It is rare to partner with a company that, through its intense focus in real-time data processing, is so well positioned to take advantage of the massive shift to more performance advertising,” said Mr. Rodriguez. “From the beginning it’s been clear that this team is at the front of this prodigious change in the mobile space”

Throughout his distinguished career, Mr. Wang has created technologies that helped shape online and mobile advertising. He enabled Quattro Wireless to enhance its business by incorporating new ad intelligence to its platform, and he served as Chief Scientist at Enpocket, Harte Hanks, and Engage, the pioneer of behavioral targeting. Mr. Wang started his career at Thinking Machines after obtaining a PhD in Computational Learning.

Ms. Lum joined Apple’s iAd launch team following the acquisition of Quattro Wireless, where she was the Vice President of Advertising Operations. At Apple and Quattro, she worked with the world’s best brands and media companies to build industry-leading premium mobile ad networks.  Ms. Lum entered the mobile industry in 2005 at m-Qube.  She is also a cofounder of Apricot Capital and is a mentor at 500 Startups and TechStars.

Adelphic recently rounded out its veteran management team with the addition of Joseph Grabmeier. He joins Adelphic as its Chief Financial Officer from Quattro Wireless and Arnold Worldwide. He was previously Controller of Apple’s iAd business.

To learn more about Adelphic’s PDP, its AudienceCubeTM technology, and its plans to reshape the future of mobile advertising, please visit

About Adelphic

Adelphic Mobile is a technology company that enables mobile advertising at scale.  Adelphic’s powerful Predictive Data PlatformTM and intelligent AudienceCubeTM technology deliver unparalleled results for advertisers and media owners.  Adelphic is based in Boston and was founded by mobile industry veterans Changfeng Wang and Jennifer Lum.

About Matrix Partners

Matrix Partners is a premier venture capital firm that has generated outstanding returns for more than three decades. By focusing on early-stage investments and emphasizing long-term relationships with entrepreneurs, the firm has delivered several of the industry’s top performing funds of all time. Matrix Partners has offices in Cambridge and Waltham, MA; New York, NY; Palo Alto, CA; Mumbai, India; and Beijing and Shanghai, China. Matrix Partners has invested in several game-changing, industry-leading businesses such as Apple Computer, Gilt Groupe, JBoss, Netezza,, Polyvore, Starent Networks, Sycamore Networks, Veritas, Zendesk, and Zong.