Waltham-based Adelphic Mobile has raised $11 million in new funding to expand its mobile-focused advertising technology business.
The Series B round was led by Blue Chip Venture Company and included ongoing investors Matrix Partners and Google Ventures. Adelphic has now raised $23 million since its founding in 2010.
Some of the new funding will go toward expanding the company in Europe, the Middle East, Asia and the Pacific region.
Among Adelphic's notable partners is Apple and its iAd service.
The company has 39 employees and plans to grow to about 65 next year, a spokeswoman said.
Here's what Rebecca Strong wrote about Adelphic and Apple in November:
Mobile advertising is old hat for Facebook, Twitter and Google, leaving Apple lagging behind. Despite iAd rumors circulating for some time, it hasn't yet been able to deliver on programmatic ad buying for mobile. At last, Cupertino is homing in on efforts to provide valuable ad-targeting data from its devices - with a little help from the ad tech community, including Boston's own Adelphic Mobile.
That's not the only company Apple is partnering with, either - they're bringing in the big guns, so to speak, by tapping the expertise of firms like AdRoll and The Rubicon Project. The PR team at the latter firm was apparently so eager to announce the deal that they accidentally posted a premature press release about the development earlier this week (which was later taken down, edited and reposted).
After the news leaked, Apple released their own public statement, confirming its partnership with not only Rubicon Project, but also AdRoll, MediaMath, The Trade Desk, GET IT Mobile, Accordant Media and last but certainly not least, Adelphic, to sell automated ads. The company revealed that iAd will give leading demand-side platforms (DSPs) and ad tech companies access to data from more than 25,000 apps in 100 countries.
This isn't Apple's first link to Adelphic, though - the genealogy of their ties runs deep. In fact, the company's cofounders Jennifer Lum and Changfeng Wang originally met at Quattro Wireless, which was acquired by Apple back in 2010 to help build out iAd for its mobile devices.
Apple is catching up in mobile - and with Adelphic's unique targeting technology, they just might stand a chance against competitors.
