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Not All Was Lost When Apple Bought Quattro

March 18, 2012 in Press Releases

targeted ads

Adelphic Mobile, based in Lexington, announced last week that it had raised $2 million for a system aimed at delivering targeted ads to mobile devices by understanding what device a user owns, where they are located, and what kind of content they have been viewing, for instance. The two founders, Jennifer Lum and Changfeng Wang, worked at Quattro, as did chief financial officer Joe Grabmeier.

Lars Albright, another Quattro founder, spent about 18 months with Apple, commuting between Boston and Cupertino, before splintering off to start his own business. The company, SessionM, is based in Boston, and has grown to about 25 employees (including three other Quattro alumni). SessionM is working on a way to “gamify’’ advertising messages, giving consumers virtual or real-world rewards in exchange for hitting certain milestones while using an app – for instance, 25 percent off a pair of Reeboks after using an app to track 100 workouts.

Albright and Lum have also started to make small angel investments in early stage tech companies in Boston, using some of their Quattro windfall. The two venture capital firms that backed Quattro, Highland and Globespan Capital Partners, earned between 400 percent and 800 percent on their original investments in a pretty short time period, allowing them to invest in future generations of start-ups.

It’s encouraging to see local venture capital firms earning solid returns, and some Quattro veterans recycled into new start-ups. But I asked Miller whether he could have imagined a different path for Quattro, one that didn’t involve selling the company. “There weren’t a lot of acquirers out there, and it was difficult to raise money for an ad-tech company during the recession,’’ he says. “If not for Highland keeping us going, I’m not sure what would’ve happened.’’

One important role that Massachusetts plays in the 21st-century economy is as the R&D lab to the world, developing breakthrough products that fill innovation gaps at bigger companies. But I worry about the state’s future as a magnet for talent when I think about how few “pillar companies’’ we produce. Those are companies like Apple, EMC Corp., or Fidelity Investments that lead the parade in their respective industries, create thousands of jobs over time, and attract people from other parts of the world to take well-paid, high-powered positions.

Right now, Massachusetts’ recycling program is working fine: starting innovative companies like Quattro, selling them, and then starting a new generation of companies. It’s cultivating great companies over time where we need to do better.

To read the article in its entirety, visit the Boston Globe.

The post Not All Was Lost When Apple Bought Quattro appeared first on Adelphic.

Boston’s Mobile Ads ‘Mafia’ Launch Adelphic Mobile with $2 Million in Funding from Matrix Partners

March 13, 2012 in Press Releases

Mobile AdsMobile advertising is going to be huge. So big in fact that Quattro Wireless (the mobile ads network that sold to Apple and formed iAd) alums are getting back in the game. Adelphic Mobile has just unveiled its intelligent Predictive Data Platform this morning that allows companies to buy and sell mobile advertising at scale and optimize those campaigns. The company, founded by Jennifer “J Boogie” Lum and Changfeng Wang – who have worked at mobile heavy hitters like Apple iAd, Quattro Wireless, Nokia, Enpocket and m-Qube – has also raised $2 million in seed capital from Matrix Partners. As a result, Antonio Rodriguez, GP at Matrix will join Adelphic’s Board. This is the second investment in a few years from Rodriguez. His first was music intelligence platform, the Echo Nest.

Adelphic’s first mobile solution, AudienceCube, is a new kind of targeting technology that leverages data predictive of campaign performance to find and engage mobile audiences. It’s the first targeting system that can identify, integrate and process all types of data to provide a real-time picture of your mobile audience.

“It is well known that data is the answer to increasing media liquidity and performance in mobile advertising,” said Adelphic co-founer 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 $2 billion mobile advertising industry.”

Even though Adelphic is just emerging from stealth today, both founders have been hard at work on the startup for over a year now. Most recently, the company has been beta testing its product with agency support from 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 background as early mobile advertiser pioneers [from Quattro Wireless], we’re confiedent that their solution serves a gap in the market,” said Phuc Truong, Managing Director of Mobext US.

Lum is incredibly active in the Boston community and couldn’t be more excited to be starting a company here. “This is the best city for us to build a mobile company. Enpocket, m-Qube and Quattro were all based here and we have benefited from being surrounded by so many intelligent people,” said cofounder Jennifer Lum over the phone.

“Even though mobile advertising has been around for a few years now, the industry as a whole is still in the very early days. There is a huge opportunity right now to take advantage of a few key areas and that is exactly what we are doing with Adelphic,” added Lum.

Congrats to Jen and Changfeng on their launch. We’re excited to watch Adelphic grow in Boston’s growing emerging mobile space.

To read this article in its entirety, visit Bostinno.

The post Boston’s Mobile Ads ‘Mafia’ Launch Adelphic Mobile with $2 Million in Funding from Matrix Partners appeared first on Adelphic.

Quattro Vets Team Up for Mobile Advertising Startup Adelphic

March 13, 2012 in Press Releases

adweek-logo

New Platform Offers New Way to Target Mobile Audiences

Mobile advertising may be growing quickly, but, for advertisers and consumers alike, it still leaves much to be desired.

However, two alums of Quattro Wireless (which later grew into Apple’s iAd program) think they have an approach that will help advertisers and publishers target mobile audiences more effectively.

Adelphic Mobile, launched today by Jennifer Lum and Changfeng Wang, says it’s developed predictive technology called AudienceCubeTM that analyzes mobile traffic and user interactions to identify and target potential audiences in real time and at scale.

“What we’re working on at Adelphic is solving some of the problems preventing mobile marketing from moving forward at rates that match mobile inventory and traffic,” said Lum. The new platform enables the buying and selling of targeted advertising at scale, and it offers stronger ad effectiveness in mobile transactions to give marketers more confidence in the channel, she said.

Typically, Lum continued, advertisers are forced to target very coarsely on mobile, reaching audiences through content verticals or mobile characteristics. But she said that Adelphic is able to map mobile traffic from publishers to the kinds of audiences that advertisers want to build, for example, East Coast men in a specific age group.

“Digital media is real time and requires granular micro segments,” said Wang, adding that Adelphic’s data-driven technology has been developed over the course of his career.

But as mobile adoption explodes and publishers and advertisers try to figure out how to monetize it, Adelphic isn’t alone in offering a new way to tackle the problem. Other mobile competitors are also launching ad networks and platforms intended to help advertisers reach people more effectively.

The founders of Adelphic said they don’t yet have conversion rates for their technology, as it’s been in private beta until now. But Wang’s previous products at Quattro and Enpocket saw conversion rates between 3.4 and 10 times the standard and Adelphic’s conversion rate would be in line with those.

The company also said it’s raised $2 million in funding from Matrix Partners to help the company grow across its business.

To read the article in its entirety, visit AdWeek.

The post Quattro Vets Team Up for Mobile Advertising Startup Adelphic appeared first on Adelphic.

Adelphic Mobile Introduces Intelligent Predictive Data Platform for Targeted, Scalable Mobile Advertising Sales

March 13, 2012 in Press Releases

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

mobile advertising

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 Platform (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 mobile advertising inventory. PDP features AudienceCube, 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 background 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.

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