Adelphic Mobile raises $10m from Google Ventures & Matrix Partners

The Boston-based firm, founded in 2010 by former Apple executives Changfeng Wang and Jennifer Lum, has now raised $12m in total. It will use the funding to help explore the ROI effectiveness of mobile-based ads.

Lum and Wang previously worked at the ad startup Quattro Wireless, which was acquired by Apple to help that company build its mobile ad product, iAds. As part of the Google funding, Rich Miner, a partner at Google Ventures and the co-founder of Android, will now join Adelphic’s board.

The firm works by offering advertisers the use of complex software to analyse dozens of “signals” about mobile users’ online activities, while respecting publisher privacy policies. Through its data mining, the company says, it can identify the likely age of mobile users, as well as their sex and general location to help advertisers deliver ads to the specific audiences they are after.