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A Q&A with Adelphic’s Michael Collins — The Jay Sears Mobile Ad Tech Leaders Series

February 18, 2014 | By Media Biz Bloggers

Today we continue a series of Q&As with mobile ad tech leaders leading up to the Rubicon Project conference on Wednesday, February 26, 2014 from 9am to 1pm at Mobile World Congress in Barcelona, Spain. The packed agenda includes two panels: “Ad Agencies, Mobile and the Automation Opportunity” featuring leading mobile first agencies and “Mobile… Read more »

Google’s Mobile Tracking: The Advertising “Holy Grail?”

November 7, 2013 | By Digiday

News that Google is continuously tracking people’s whereabouts with mobile tracking has agency executives salivating. While its beta tracking program is currently limited to connecting Google mobile search to store visits, it represents a meaningful step toward Google achieving “the holy grail of advertising,” according to one exec who has been briefed by Google. That… Read more »

Mobile Video Advertising Now Available for Programmatic Buying Via Adelphic

October 23, 2013 | By MediaPost

Targeted mobile advertising company Adelphic on Wednesday announced the addition of mobile video advertising inventory to its mobile DSP. This means that agencies and brands using Adelphic can now buy mobile video advertising via mobile programmatic buying. Michael Collins, Adelphic’s CEO, stated that the company’s brand and agency partners have been increasing spend on mobile video…. Read more »

Mad Men meet Mr. Spock; Programmatic Ad Buying

October 13, 2013 | By Boston Globe

We’re witnessing the death throes of advertising’s “Mad Men” era, and the birth of the Mr. Spock era. Mr. Spock is all about making logic-driven decisions with programmatic ad buying based on data collected about consumers and the context surrounding the ad. Who is clicking, and is that click leading to a transaction? Is this ad… Read more »

VivaKi Bakes Adelphic’s Mobile Ad Targeting into its Trading Desk

May 30, 2013 | By AdExchanger

Digital advertising agency VivaKi will use Adelphic’s targeting capabilities to enhance its Audience on Demand (AOD) Mobile platform, the companies said today. Mobile ad targeting and consumer privacy issues continue to complicate mobile ad buying. Adelphic – a three-year-old company founded by executives from Apple, Quattro Wireless (acquired by Apple) and Millennial Media – addresses these challenges… Read more »

VivaKi Strikes Exclusive Deal With Adelphic, Will Enable Programmatic Mobile Ad Trading To Grow ‘Exponentially’

May 30, 2013 | By MediaPost

In an important development for the programmatic mobile ad traders, one of Madison Avenue’s biggest agency trading desks — VivaKi’s Audience on Demand (AOD) unit — this morning said it is partnering with a promising new mobile audience targeting platform that will close some critical “gaps” for programmatic mobile deals. The deal with mobile audience… Read more »

Vivaki is Partnering with Adelphic for Smarter Mobile Ads

May 30, 2013 | By AdWeek

VivaKi is partnering with mobile demand-side platform (DSP) Adelphic to enhance programmatic mobile ads buying for brands that want to reach on-the-go consumers. The companies are announcing today that they’ll develop consumer segments based on mobile behaviors, while going beyond the cookie for targeting purposes. The firms also said they would aim to overcome a… Read more »

Mobile Advertising Startup Adelphic Hires WPP’s Michael Collins as CEO

May 20, 2013 | By TechCrunch

Mobile DSP, Adelphic, is announcing that Michael Collins, previously global CEO at WPP-owned mobile marketing agency Joule, has joined the mobile advertising startup as its new chief executive. The current CEO Changfeng Wang will remain on-board as CTO. Wang and his co-founder Jennifer Lum both worked at Apple-acquired mobile ad network Quattro, and they announced… Read more »

What is a Mobile Demand Side Platform?

March 15, 2013 | By AdExchanger

Some companies claiming to be “mobile demand side platforms” are veiled mobile ad networks, or at least they’re mobile ad network-like. Which is to say they may be taking margin without disclosing price paid to the client. Others may be more transparent, buying on a per-impression basis and charging licensing fees as a standard DSP… Read more »

Apple Ad Alumni Get Funding from Google Ventures for Mobile DSP

December 4, 2012 | By The New York Times

Google’s venture capital arm is investing in a start-up Mobile DSP founded by Apple alumni that is seeking to make mobile users a little less anonymous to mobile advertisers. Adelphic, based in Boston, has raised $10 million from Google Ventures and Matrix Partners, a firm that invested in the company during an earlier fund-raising round…. Read more »