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Boston: May 22, 2013

By: Mike Forrester, Director of Sales

Last week in Chicago, I attended the Chicago Interactive Marketing Association’s (CIMA) luncheon on “Programmatic vs. High Impact Display Advertising”.  CIMA put together a panel representing both sides of this complex issue – publishers vs. marketers. It made for entertaining banter between Buzzfeed and Vox vs. Kellogg and DoubleClick. 

The panelists included:

·       Jim Bankoff - Chairman, CEO - Vox Media

·       Jonathan Perelman - Vice President of Agency Strategy and Development - BuzzFeed

·       Shelby Johnston - Head of DoubleClick Bid Manager Sales - Google/DoubleClick

·       Kevin Hartbarger - Midwest Director - Digital at OMD

·       Bob Arnold - Associate Director, Global Digital Strategy - Kellogg Company

Th  Publishers articulated their goal of being able to fully monetize their high impact site placements and create deeper content integrations and communities. They acknowledged that programmatic buying serves a purpose, but view it simply as a direct response channel with ads that lower overall site quality. 

The Marketers believed that programmatic buying can create tremendous value by using data and efficiency to create reach as part of an overall holistic media plan. There was some support for the growth of private exchanges, theorizing that they would allow publishers to better manage programmatic pricing and ad quality. Alternatively, Bob Arnold thought that programmatic would break down the walls of those exchanges as data and platforms continue to automate decisions more efficiently.

Curiously, mobile was brought up as quickly as it disappeared from the discussion. At the beginning of the conference, the crowd was polled and asked if they used their phone for an alarm clock and if it was the first thing they checked before bed and when they woke up. Not surprisingly, the whole room raised their hands.  Mobile devices are addictive and all consuming. We all seemed to agree.

However, the fact that the topic shifted immediately away mobile, reflected a serious gap in the conversation.  There wasn’t any disagreement on the growth of mobile and how reliant we are on our phones. What we hadn’t agreed on is where it fits into the marketing mix.

Yes, programmatic today is largely DR focused, but DR advertisers have traditionally been the first to figure out how to drive ROI through new channels. Yes, high impact is great but, with publishers seeing more and more users migrate to mobile, high impact ads will also have to quickly make the migration.

I believe that buying mobile programmatically can drive substantial ROI for marketers. Programmatic buying allows for pricing efficiencies but it also allows marketers to reach audiences at scale. At Adelphic, we’ve developed reliability in our mobile audience identification technology. Our mobile audience segmentation data and advanced targeting capabilities unlock powerful marketing opportunities for advertisers.

Showing me an ad on my iPhone at 7am on a cold Monday morning as I get up for work for the Marriott Hawaii? That’s high impact.

Boston, MA, May 20, 2013

Adelphic, creator of a breakthrough platform for targeted mobile advertising, has appointed Michael Collins as Chief Executive Officer. Collins will assume his new role at Adelphic today, May 20, 2013.

Collins joins Adelphic from Joule, a mobile marketing agency that is part of WPP, where he was the global CEO. Collins joined WPP is 2007 to create and launch Joule, and subsequently grew it into a global leader in mobile marketing, with offices in North America, Europe, Australia, and Asia.

“Mobile advertising has never presented a greater opportunity for brands and publishers to grow their businesses,” said Collins. “Adelphic’s groundbreaking technology and its ability to create unprecedented scale and efficiency in mobile advertising will play a crucial role in capturing this opportunity. I am honored and excited to lead Adelphic through its future growth.”

“Adelphic has an amazing technical and product team with a clear vision for what to build,” said Rich Miner, Google Ventures General Partner and Adelphic board member. “As one of the most respected leaders in mobile advertising, Michael complements the team. His skills and expertise will be invaluable as Adelphic implements the platform for top publishers and advertisers.

"Changfeng Wang, and I are thrilled to welcome Michael to Adelphic. Michael has helped shape the mobile industry through his leadership at Joule and his work with the world’s best brands. He brings strong corporate management experience and domain knowledge of the mobile ecosystem to our team. We are excited to work with Michael to accelerate the growth of our business," said Adelphic co-founder Jennifer Lum.

About Adelphic: 

Adelphic Inc. is a leader in targeted mobile advertising. Adelphic’s powerful Predictive Data PlatformTM and intelligent AudienceCubeTM deliver unparalleled results for advertisers and publishers. Founded in 2010 by mobile industry veterans from companies such as Apple, Quattro Wireless and Millennial Media. Adelphic is backed by Matrix Partners and Google Ventures.

To learn more about Adelphic and its plans to shape the future of mobile advertising, please visit or @AdelphicMobile.

BOSTON: May 2, 2013

By: Mike Forrester, Director of Sales

Spring time in Boston. 70 degrees.  What a perfect setting for MITX’s Mobile Marketing Summit.  MITX put together such a tremendous line up of speakers and panels that even a sunny patio overlooking Boston Harbor wasn’t enough to pull us away.

The conference line up showed why Boston continues to be a hot bed for mobile innovation with companies like Jumptap, Celtra, Nexage, Digilant. Fiksu and yours truly, Adelphic!  And lets not forget our forward thinking agency partners at Mobext, Hill Holiday and Mullen.

If there was one consistent theme throughout the conference, it was be Data. During the first panel, Sean Corcoran, SVP, Director of Digital Media & Social Influence at mediahub/Mullen interviewed The Weather Company’s President of Digital,  Cameron Clayton.  Clayton was asked if he would bet the future of mobile advertising on better ad units or data. Clayton unequivocally answered that data is the key to the future of mobile advertising.

Panels consistently touched on key mobile issues; the lack of persistent cookies, fragmentation in ad tech, and looming privacy concerns. Understanding and making the vast amount of available mobile data actionable for advertisers and publishers will take the friction out of the market and accelerate spending.

Data continued to reign the day with Adelphic’s co-founder, Jennifer Lum, participating on a panel discussion on Precision Targeting – Innovation & Strategies. Mobext’s  VP, Mobile Marketing Director, Sarah Amitay then hosted Jennifer for a chat on Measuring Mobile: Challenges and Solutions in an Evolving  Media Landsape which spurred a lot of audience interaction and excitement around Adelphic’s  own audience data and targeting solutions.

On the brand side, we saw a great panel with Dave Tryder, Director, Digital Strategy at Dunkin Donuts interviewed by Hill Holiday’s Jeff Zannella, VP, Associate Media Director. Dunkin has charged ahead with mobile, constantly testing and refining their fantastic mobile payment app. This app gives Dunkin the data to better understand their customers and increase loyalty.

Overall, MITX put on a great day of mobile content and presenters. We had a blast! We’ll leave you with our favorite quote of the day from ExactTarget’s VP of Mobile Products, R.J. Taylor who said, “You can’t plan media out 18 months anymore, mobile changes so much.”  We couldn’t agree more.

Contact us if you’d like to learn more about how Adelphic is shaping the future of mobile.

From AdExchanger:

Jennifer Lum, Co-Founder, Adelphic

"Mobile DSPs need to unlock the marketing potential of the largely anonymous mobile inventory available in market today. Mobile DSPs require advanced technology that enables faster and more complex processing on a much larger data set. Mobile DSPs need to collect, combine, analyze and process massive amounts of real-time data in order to execute successful campaigns.  Decisions must be made based on real-time analysis of over 100 mobile data points.

There are factors unique to mobile that DSPs must be able to handle across operating systems, browsers, apps, locations, and thousands of devices. An effective mobile DSP must offer robust solutions for each of these fundamental challenges:

  • Variability in data availability
  • User identification
  • Audience intelligence and segmentation
  • Tracking

Of course bidding, targeting, and optimization tools are also required. However they must be designed to consider mobile-specific data to drive real-time consumer behavior and positive ROI.”

Adelphic Mobile appoints Paul Harsha as Vice President of Engineering

Veteran technology leader, developer and Teaching Fellow at Harvard University joins Adelphic

Boston, MA., February 19, 2013 – Adelphic Mobile, a leader in audience-based mobile advertising solutions, announced today that it has appointed Paul Harsha as Vice President of Engineering.  Harsha has more than 25 years of experience in software development. He has built successful engineering teams and products at companies including FuseSource (acquired by Red Hat), Data Synapse (acquired by TICBO) and Avaki (acquired by Sybase). 

Harsha also serves as a Teaching Fellow at Harvard University, where he provides instruction on the advanced use of Java technology for distributed computing environments.  “As the media world moves to mobile, overcoming the challenges related to the lack of persistent IDs in mobile becomes increasingly important,” said Harsha. “Adelphic has a proven track record helping many of the world’s best known companies address this reality. I look forward to contributing to the next big chapter in mobile advertising.”

“Paul is a proven technology executive and is known as a leading authority on integration and messaging, enterprise infrastructure, data virtualization, and distributed computing,” said Changfeng Wang, Adelphic’s co-founder and CEO. “Adelphic is on a massive growth path and Paul’s expertise will ensure that we continue to deliver world-class products and services to our partners.”  Harsha will be based in Adelphic’s Boston headquarters and will report directly to Wang.

To learn more about Adelphic and its plans to shape the future of mobile advertising, please visit or @AdelphicMobile.