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.

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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.

(To see the full post on Boston.com’s Innovation Economy blog, please click here.