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May 13, 2016 | By MediaPost

Mobile programmatic and tech firm JUICE Mobile and Adelphic, a mobile and cross-channel demand-side platform, on Thursday announced that Adelphic has integrated JUICE Mobile’s Nectar Futures platform into its own platform. The integration of both programmatic buying methodologies with a single sign-on process will enable mutual clients to easily switch between the two options.Media Post Logo

Adelphic’s global platform is used by trading desks at advertising holding companies. The Nectar platform is also used by the major agency holding companies and more than 1,500 premium publishers. Launched in 2013, Nectar offers guaranteed buying of premium mobile inventory. Any Adelphic client can access the Nectar platform through their Adelphic interface by request to either Adelphic or JUICE Mobile.

“Increasingly, clients are looking to supplement their real-time buying with guaranteed buys into the future. The addition of Nectar to the Adelphic platform will allow these two buying methodologies to co-exist behind one single sign-on. This reduces the number of independent platforms a trading desk has to use while simultaneously reducing the amount of manual work needed to secure direct guaranteed inventory from premium publishers,” stated JUICE Mobile CEO Neil Sweeney.

Aside from the benefit of seamless integration and a single log-on, “The Adelphic-Juice Mobile partnership brings clients much closer to being able to transition all their media buying, including Programmatic Direct Buys, from manual to programmatic workflows,” Gina Kim, VP of Business Development at Adelphic, told Real-Time Daily via email.

Commenting on the deal, Sweeney told Real-Time Daily: “This deal expands the Nectar product into new markets, to new clients, to new trade desks and then to new countries. Now, with this, clients can get symmetry in their buys as it is done together. Ultimately, it allows us to scale faster. Historically, real-time bidding and futures have been bought separately.”

From the agency side, Adam Luther, associate director, Amnet Group, U.S., said: “We’re excited to now have access to Nectar Futures through the Adelphic DSP on behalf of our Dentsu Aegis Network clients. The ability to secure premium, guaranteed mobile inventory upfront within a programmatic platform that we are already very well-versed in is big for us. …The added flexibility that this integration provides is a welcome addition to the options currently available in the market.”

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