Hot on the heels of its recent appoint­ment of Michael Collins, the for­mer CEO and founder of mobile mar­ket­ing agency Joule, as its new chief exec­u­tive, mobile adver­tis­ing start­up Adel­ph­ic is to part­ner with Vivaki’s Audi­ence on Demand (AOD) unit, one of the biggest agency trad­ing desks on Madi­son Avenue, to launch a new mobile audi­ence tar­get­ing platform.

Smart pre­dic­tive modeling

This is quite some turn of events for the start­up, which was launched in 2010 by co-founders Jen­nifer Lum and Changfeng Weng (both erst­while col­leagues at the Apple-owned mobile adver­tis­ing net­work Quat­tro). It quick­ly raised $2 mil­lion in seed fund­ing and scooped a whop­ping $10 mil­lion in Series A fund­ing led by Google Ven­tures in Decem­ber last year.

The com­pa­ny impressed investors with its slick data min­ing tools, which ana­lyze 30 dif­fer­ent sig­nals simul­ta­ne­ous­ly in order to pin­point a visitor’s loca­tion, time of vis­it, age and gen­der. Unsur­pris­ing­ly, it’s been deliv­er­ing appre­cia­bly improved cam­paign results for mobile adver­tis­ing agen­cies and brands as a consequence.

But Viva­ki has clear­ly also been impressed by Adelphi’s smart pre­dic­tive mod­el­ing tech­nol­o­gy. While ad tar­get­ing is tak­ing off in the world of mobile phones adver­tis­ing, with oth­er sim­i­lar out­fits like AdMo­bius also com­ing on stream dur­ing the same peri­od as Adel­ph­ic, the latter’s tech­nol­o­gy has sub­stan­tial­ly over­come one of the biggest prob­lems in mobile phones adver­tis­ing – the lack of a con­sis­tent ID for mobile users.

“Beyond the cookie”

Viva­ki describes Adel­ph­ic as a mobile DSP (Demand-Side Plat­form) and, accord­ing to Jen­nifer Lum, it will allow the AOD to extend the reach of mobile users beyond tra­di­tion­al mobile adver­tis­ing exchanges. Essen­tial­ly, she says, Adel­ph­ic will enable the desk to “tar­get con­tent on all mobile devices — includ­ing tablets — through direct inte­gra­tions with mobile Web sites and apps, exchanges and oth­er sup­ply side platforms.”

The deal will result in Viva­ki and Adel­ph­ic col­lab­o­rat­ing on joint pro­pri­etary meth­ods for seg­ment­ing mobile users accord­ing to unique con­sumer behav­iors. Describ­ing the new approach as “beyond the cook­ie”, the new part­ners say that it will allow “mobile to grow exponentially.”

Jason Pope, Viva­ki AOD’s VP, said:

“We are excit­ed to part­ner with Adel­ph­ic to fur­ther evolve our pro­pri­etary approach to dri­ving mobile audi­ence buy­ing. Our hope is that this new blue­print for mobile audi­ence buy­ing will bet­ter lever­age data that’s inher­ent to the ecosystem.”