Venture Investing in Digital Media and Big Data

Ad Tech Executives Continue to Flock to Adelphic’s Programmatic Advertising Platform

WALTHAM, Mass.–(BUSINESS WIRE)–Programmatic is no longer a trend, it is a standard. In fact, programmatic is becoming table stakes in mobile display advertising as total spend is expected to reach $20 billion by 2017. Despite the industry’s momentum, ad tech is simultaneously entering a new era of walled gardens. As the leading mobile and cross-channel demand-side platform (DSP), Adelphic is at the forefront of the push for an open ecosystem. Broad access to audiences and increased transparency are shared beliefs for three key executive hires announced today, all of whom left the industry’s largest ad tech players to be part of a company that boasts the most intelligent audience buying platform.

Adding to an already impressive roster of executives from companies like Google and Apple, Adelphic brings on Nicholas Mills, Gina Kim and Yael Avidan to support its growing business. Its new General Manager of EMEA, Mills, served as Atlas’ (Facebook’s demand-side advertising platform) Head of UK Sales. Passionate about innovation, Mills comes to Adelphic confident in its ability to give buyers the control, efficiency and transparency they need to identify new audiences across devices.

Kim, VP of Business Development, comes to Adelphic from Oracle where she was head of DMP Sales for Oracle’s Marketing Cloud. With years of experience working with audience data, Kim attests that a fear cycle is hindering deterministic-data players from embracing new and innovative strategies. Avidan, VP of Product, joins Adelphic from Yahoo where she served as Director of Product Management for Advertising & Data. She is of the mindset that the age of mobile requires a cross-platform solution that can play the role of a bridge between marketers and consumers.

“Mobile is uniquely challenging for programmatic, and the walled garden ecosystem is further complicating the ability for brands to optimize in real-time and shift spend accordingly,” said Michael Collins, CEO, Adelphic. “We’re confident that our latest round of executive hires – from some of the technology sector’s most renowned companies – will help the industry realize the need for independent buying platforms, ultimately eliminating data and supply fragmentation, and returning the power back to the buyer.”

The report of these executive hires comes on the heels of Adelphic’s recent announcement of its aggressive push into the European market with the opening of a new UK office. To sustain this forward momentum, the next six months will see Adelphic continuing to build access to new channels and audiences beyond mobile, desktop and connected TV.

About Adelphic:

Adelphic is the leading mobile and cross-channel demand side platform, providing an enterprise-ready solution for agencies, brands and other large media buyers who aim to have meaningful engagements with consumers on the move. Adelphic’s patented technology overcomes the limitations of user identification in mobile and across networked devices, enhancing the audience buying experience. Founded in 2011, Adelphic is funded by Matrix Partners, Blue Chip Venture Company and Google Ventures.