Mobile Ad Startup Adelphic Hires WPP’s Michael Collins As CEO

Adelphic is announcing that Michael Collins (pictured), previously global CEO at WPP-owned mobile marketing agency Joule, has joined the mobile ad startup as its new chief executive. The current CEO Changfeng Wang will remain on-board as CTO.

Wang and his co-founder Jennifer Lum both worked at Apple-acquired mobile ad network Quattro, and they announced last year that they had launched a new company. Adelphic says it helps mobile advertisers find the most desirable audiences for their ads, addressing the lack of a persistent ID for mobile users by analyzing different signals that allow it to predict a visitor’s demographic data.

At the end of last year, the company raised a $10 million Series A led by Google Ventures, bringing its total funding to $12 million. It now has a team of 33 full-time employees, Lum said.

As for Collins, he launched Joule in 2007, according to the company website. Before that, he was US General Manager for Refresh Mobile, which spun out of T-Mobile, and a partner at e-business consultancy USWeb/CKS.

“Adelphic has an amazing technical and product team with a clear vision for what to build,” said Google Ventures partner and Adelphic board member Rich Miner in a press release. “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.”