Adelphic, a leading mobile advertising demand-side platform (DSP), announced today that it has secured $11 million Series B funding that will enable the company to capitalize on the explosive growth in the programmatic advertising space. This round of funding was led by Blue Chip Venture Company, along with participation from current investors Matrix Partners and Google Ventures.

The advertising landscape is changing - 80 percent of digital advertising spend will switch to programmatic by 2017. Adelphic is a leading architect of this shift. The company's patented technology has brought true programmatic buying to mobile at a scale and effectiveness not previously seen in mobile and, in so doing, has become the preferred mobile DSP for many of the world's leading agencies and trading desks.

The Series B funding will fuel Adelphic's international growth, and accelerate the development of advanced mobile and cross-device targeting technology. Until now, advertisers have been slow to shift their mobile ad spend to programmatic because of the perceived limitations around targeting real consumers, due to the lack of a standard user identifier in mobile. Adelphic's platform overcomes this limitation, giving marketers the power to deliver precise communications resulting in meaningful interactions, ultimately increasing advertising performance and return on investment.

'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.'

The latest capital brings the total amount of investor funding for Adelphic to $23 million. The company plans to use the new funds to expand its presence in both the EMEA (Europe, Middle East and Asia) and APAC (Asia Pacific) regions, as well as continue investments in technologies that will help brands target users across channels and engage in real-time bidding and optimization at scale.

About Adelphic:

Adelphic Inc. is a leading mobile advertising demand-side platform and audience solution for agencies and brands. Adelphic's powerful Predictive Performance EngineTM and intelligent Audience CubeTM deliver unparalleled results for agencies and brands. Founded in 2010, Adelphic is funded by Matrix Partners, Google Ventures and Blue Chip Venture Company.