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Mobile DSP Adelphic Strikes Partnership with Factual for Location Data

July 1, 2014 | By MediaPost

Mobile demand-side platform (mobile DSP) Adelphic has announced a partnership with location-based targeting data firm Factual. The news comes just weeks after Factual struck a partnership with WPP. Per a Factual blog post announcing the partnership, Adelphic’s clients will have access to over 100 audience segments defined by Factual and based on location data. “Targeting… Read more »

Adelphic Mobile Taps IXI For Financial-Based Targeting

May 29, 2014 | By MediaPost

Data provider IXI Services announced it has partnered with Adelphic, a leading mobile DSP. The partnership will give Adelphic clients access to IXI’s financial-based targeting data. IXI Services is a division of Equifax, a consumer credit reporting agency. “Financial-based targeting data is an excellent indicator of consumer behavior,” stated Michael Collins, CEO of Adelphic. Access… Read more »

Adelphic Aims to Dominate Mobile Programmatic Buying Ad Space

May 16, 2014 | By BetaBoston

There may be a bit of mythology tied to the notion that there are “quiet sleeping startup giants” all around Boston. But, hidden away in nondescript office buildings that overlook Route 128, there are actually some real rockstar companies to be found. One of them is Adelphic, which is working to improve targeted mobile programmatic… Read more »

Mobile DSP Adelphic Hires Google Ad Tech Veteran

February 20, 2014 | By Boston Business Journal

Adelphic, a Waltham-based mobile DSP technology startup, on Thursday said it has made a big hire with the addition of Google executive Emily Del Greco. Del Greco, who joins as vice president of sales, had been head of global audience sales strategy at Google. She’d previously been head of trading desk sales for Google’s ad tech unit… Read more »

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 »