Google invests in Adelphic A round

Google Ventures, the corporate venturing division of search engine company Google, has led a $10m Series A round into mobile advertising startup Adelphic Mobile. Previous investor, venture capital firm Matrix Partners was also involved

This brings the total raised by Adelphic to $12m after Adelphic received $2m in seed funding from Matrix Partners earlier this year. 

Rich Miner, Google Ventures managing partner, said: “Adelphic is pioneering a new way to identify mobile consumers by taking vast amounts of data and mining it to develop a holistic picture of the mobile user for brand owners.”

Miner will now join Adelphic’s board.