Adelphic Mobile has raised $10m (£6.2m) in Series A funding to develop its real-time ad targeting platform and scale the company.

The funding round was led by Google Ventures, with further investment from Adelphic’s original partner, Matrix Partners. Rich Miner, an investor from Google Ventures and co-founder of Android, will join Adelphic’s board.

Adelphic says that its product analyses 30 ‘signals’, including age, gender, location and time of day, to identify and target relevant mobile web and app advertising. The ad network promises that this precise targeting based on real-time data will help the market move beyond simply looking at the device and network of its audiences.

Adelphic was founded in 2010 by Jennifer Lum and Changfeng Wang, both former Quattro employees, which was later bought by Apple and turned into iAD. Other highflyers from Apple’s ad network have gone on to launch Admobius, another mobile ad targeting start-up.

“Our analysis shows that nearly two thirds of mobile ad requests do not meet the minimum marketing actionable targeting requirements of brand companies,” said Adelphic co?founder Jennifer Lum.

“We know that devices dont purchase things, people do, yet most other platforms focus on targeting devices. Our goal is to change the current vast dark supply of anonymous mobile impressions into rich, audience?specific inventory for brands and media owners.”