Dive summary:
- Google Venture, the venture capital arm of Google, made a $10 million investment in Adelphic in an effort to solve the mobile ad conundrum.
- Tracking mobile consumer data is difficult, but Adelphic claims to have 30 signals that recognize patterns and information about a given smartphone user.
- Adelphic says it has provided analytics for 20 billion mobile ads since October.
From the article:
… For the mobile ad industry, the success of Adelphic’s tools could introduce more liquidity to the market as a result of advertisers gaining more confidence in the ability to reach given customer segments. The technology also lets marketers have a better chance to optimize their campaigns on the fly — using the analytics to tell if an ad campaign is working and change it if it is not. …
