“Deterministic identifiers are great, but there will always be a set of inventory and users you can’t access, and even companies like Google and Facebook might only get a percentage of market coverage,” he said. “It’s also very important to realize that, at the end of the day, those companies are publishers. They own inventory and there’s an inherent conflict of interest there. We have inventory from many suppliers.”
In terms of expanding its global footprint, Adelphic has some pretty ambitious plans for Europe and APAC. The company, whose headcount stands at 39 employees spread across New York, Chicago, Boston and, shortly, San Francisco, has London and Singapore locations planned for the new year.
The London office, set to open its doors in Q1 2015, will start off with three employees, a number Collins said could quadruple if everything goes according to plan. The Singapore office is slated to open in Q2 of next year.
Adelphic’s client base includes the trading desks at many large, multinational holding companies, including Havas, Publicis Groupe, Horizon Media and Amnet, the desk at Dentsu. As budgets shift to programmatic, Collins said Adelphic aims to take its existing agency relationships and expand internationally.
“The programmatic wave accelerated fast in the US, but it’s also accelerated very quickly in Europe, especially [in countries like] the UK and France,” he said.
But APAC is its own animal.
“I’d actually say that APAC is a few different animals,” Collins said. “China is an animal unto itself, India and the subcontinents are the same and then there’s Australia and Southeast Asia. That said, we see the environment in APAC and in Europe as similar to the US in terms of programmatic – they’re just on a slightly different timetable in terms of maturity.”
Correction: A previous version of this story listed Adelphic's total funding as $12 million.