Adelphic Gets Patent For Ad Tech That Goes 'Beyond Cookies'December 03, 2013
Boston Business Journal
by Sara Castellanos
Adelphic, a Waltham-based mobile ad-targeting technology startup, has been issued a patent for a user identification technology that will make mobile advertising more effective, the company announced Tuesday.
The patent covers the method, system and programs for user identification on network connected devices such as smartphones, tablets and PCs, according to a release. The technology can identify an individual user who has one or more network connected devices, a group of users, a device with multiple applications including web browsers and apps, or a group of devices.
Adelphic's enhanced user identification system allows the company to develop "deep and persistent insights" into consumer behavior, according to the company.
“Identifying users across devices and media is the foundation of data driven audience engagement,” said Changfeng Wang, CTO and co-founder of Adelphic, in a statement. “The advertising industry needs to go beyond cookies toward a mechanism that works well with existing technology and user privacy guidelines. Our technology is a step in this direction.”
In October, Adelphic announced the addition of mobile video inventory that will allow agency and brand partners to buy and manage mobile video ads to meet the growing demand for mobile video advertising.
Adelphic has 34 employees at its Waltham office. The company has raised $12 million since its founding in 2010, including a $10 million round a year ago led by Google Ventures.