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Adelphic Expands to Europe
Cross-device ad targeting and analytics specialist Adelphic has opened an office in London, where it has appointed former Facebook / Microsoft exec Nicholas Mills as General Manager, EMEA.
 Boston-based Adelphic provides a platform called Audience Cube, through which clients can target their mobile customers with relevant ads. Its Predictive Data Platform is then used to measure the response, and can target ads in real-time by analyzing up to 30 customer identification 'signals', including their age, gender, location and the time, in addition to their device and network. Last year, the company secured an $11m Series B funding round, with expansion in both EMEA and APAC one of the goals in mind.
Mills (pictured) joins in London from Facebook's buy-side ad technology division Atlas, where he served as EMEA Head of Sales - he was Sales Director at Microsoft Atlas before the business was sold to Facebook in 2007. Earlier in his career, he was Head of Strategic Accounts at digital ad management company Sizmek (formerly MediaMind), and he held senior roles at Independent News & Media and Vivendi Universal Publishing.
In his new role, Mills will run European operations and build a regional sales and service team to support clients and campaigns in Europe. CEO Michael Collins comments: 'Programmatic ad spending across Europe's major markets is surging, and now couldn't be a more opportune time to expand Adelphic's business operations overseas. With the strong support we are already receiving from our global clients in Europe, and with an executive of Nick's caliber joining the team, I'm confident our position in the US will extend to Europe'.
Web site: www.adelphic.com .
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