Programmatic mobile advertising startup Adelphic has raised $11m (£7m) in Series B funding, led by Blue Chip Venture Company and existing investors Matrix Partners and Google Ventures.
The latest round of funding brings the company's total investment to date up to $23m. The Series B funding will be used to power Adelphic's international growth and accelerate the development of advanced mobile and cross-device targeting technology.
Adelphic's platform aims to overcome one of programmatic's perceived limitations in regards to targeting real consumers. The company's patented technology enables marketers to deliver precise communications resulting in meaningful interactions.
"The performance and efficiency of our platform allows brands to quickly understand how much more they can do with their mobile ad spend," said Michael Collins, CEO of Adelphic. "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."