US-based mobile advertising company Adelphic has raised $11m in a series B round that included Google Ventures, the corporate venturing arm of diversified internet company Google.
The round was led by Blue Chip Venture Company and also included venture capital firm Matrix Partners. Matrix participated in Adelphic’s $2m seed round in 2012 before contributing to a $10m Google Ventures-led series A round later the same year.
Adelphic has created a mobile advertising demand-side platform (DSP) that helps advertisers more ably target consumers. The cash will support expansion in the Europe, the Middle East, Asia and Asia Pacific regions and the enhancement of the company’s technology base.
Michael Collins, Adelphic’s CEO, said: “This funding round allows us to continue influencing the future of marketing by expanding a DSP that creates more meaningful engagement opportunities for our clients with their audiences – illuminating the real consumers behind their devices.”