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Playrific, Adelphic Mobile and Promoboxx nail down new funding

Posted by Scott Kirsner  December 4, 2012 08:19 AM

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Three Boston-area companies are announcing new infusions of capital this morning.

Playrific built a web site and mobile app that collect digital content that's appropriate for children, and customize it to what an individual kid actually likes. (There's also a version designed for schools, focusing on content that matches a teacher's educational goals.) The Billerica-based company is announcing a new $1.7 million round today, from a collection of angel investing groups including Golden Seeds, Launchpad Venture Group, and Walnut Angels. The Boston company, founded by tech industry veteran Beth Marcus, right, has now raised $2.8 million in total funding.

• Google Ventures and Matrix Partners are putting $10 million into Waltham-based Adelphic Mobile, which delivers targeted ads to mobile devices. Adelphic says that its technology can deliver ads not just based on the phone and network you're using, but as many as 30 other parameters, including time, place, age, and gender. Co-founders Jennifer Lum and Changfeng Wang previously worked at the ad startup Quattro Wireless, which was acquired by Apple to help that company build its mobile ad product, iAds. Rich Miner, a partner at Google Ventures and the co-founder of Android, is joining Adelphic's board. (That's a nice mix of Apple & Android experience there.) The company raised $2 million from Matrix earlier this year.

• Promoboxx, a company that graduated from the TechStars Boston accelerator program last year, is announcing a seed round of $1.3 million today. The Boston startup helps big brands like Reebok, Trek, and Volkswagen manage promotional campaigns across their hundreds of retailers. The money comes from investors like Launch Capital, Boston Seed Capital, Common Angels, Stage 1 Ventures and more than 30 angels. I wrote about Promoboxx back in January, when it helped support Chevy's Super Bowl advertising campaign. "Our business model doesn't jump off the Keynote for most investors," admits CEO Ben Carcio in a blog post about the funding. "Without understanding the difficulties that manufacturing brands face in helping their retailers with local online marketing, our market opportunity doesn't seem obvious. So, our initial investors were a brave group that understood enough of the pain, while believing in our team's ability to make it work."

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About Scott Kirsner

Scott Kirsner was part of the team that launched in 1995, and has been writing a column for the Globe since 2000. His work has also appeared in Wired, Fast Company, The New York Times, BusinessWeek, Newsweek, and Variety. Scott is also the author of the books "Fans, Friends & Followers" and "Inventing the Movies," was the editor of "The Convergence Guide: Life Sciences in New England," and was a contributor to "The Good City: Writers Explore 21st Century Boston." Scott also helps organize several local events on entrepreneurship, including the Nantucket Conference and Future Forward. Here's some background on how Scott decides what to cover, and how to pitch him a story idea.

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