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Viant: ‘People-Based’ Doesn’t Have To Mean ‘Walled Garden’

January 24, 2017 | By AdExchanger

In acquiring Adelphic for an undisclosed price, Viant hopes to create a “people-based DSP” that combines media execution with deterministic data from parent company Time Inc. But don’t think of what Time Inc. is building as a mini walled garden, said Viant CEO and co-founder Tim Vanderhook. “Everyone wants the scale that Facebook and Google… Read more »

Viant to Acquire Automated Ad Buying Platform Adelphic Inc.

January 23, 2017 | By The Wall Street Journal

Move is intended to give advertisers self-service capabilities for data-driven buying. Magazine publisher Time Inc. said it has agreed to acquire Adelphic Inc., an automated advertising buying platform. The move is intended to offer marketers the ability to directly buy advertising that targets specific consumers. Terms weren’t disclosed. The deal is expected to close in… Read more »

Marketing-Mix Modeling: A Road of Missed Opportunity for Brands

January 20, 2017 | By AdExchanger

Adelphic’s CEO, Michael Collins, lends his perspective on Marketing-Mix Modeling in a cross-screen and cross-channel world. If you are in brand management, chances are you have leveraged marketing-mix modeling (MMM). In case you haven’t, MMM is the well-used planning tool that helps brands determine where ad spend should be appropriated for campaigns. For many marketers, it… Read more »

Sharethrough adds its first DSP integration to scale native programmatic video with Adelphic

January 10, 2017 | By MarTech Today

  In another sign of native video advertising coming into the programmatic fold, native ad platform Sharethrough announced an integration Tuesday with mobile demand side platform (DSP) Adelphic. Sharethrough says it is the first of many forthcoming DSP integrations to support native video programmatically. Adelphic established its first native platform relationship with TripleLift in October when… Read more »

Adelphic Partners With Integral Ad Science On Pre-Bid Targeting For Cross-Channel Campaigns

November 14, 2016 | By MediaPost

Mobile and cross-channel demand-side platform (DSP) Adelphic on Monday announced a partnership with Integral Ad Science (IAS) allowing Adelphic customers to verify, optimize, and analyze their mobile-first and cross-device ad campaigns using IAS’s solutions for pre-bid targeting across viewability, ad fraud, traffic ad quality, and brand safety. IAS is a provider of  verification, optimization, and… Read more »

Adelphic Partners With TripleLift On Self-Serve Native Workflow

October 31, 2016 | By MediaPost

Adelphic, a mobile and cross-channel demand-side platform (DSP), on Monday announced a partnership with TripleLift, a programmatic native technology company. The partnership will provide ad buyers access to native inventory sources across all display channels. It will enable buyers to use Adelphic’s targeting, optimization, and cross-channel capabilities to serve native image, video, and cinemagraph based… Read more »

The Quest For Scale Is Ruining The Digital Ad Industry

October 27, 2016 | By AdExchanger

Adelphic’s VP of Product, Yael Avidan, lends her perspective on audience and scale in the digital ad industry.   The first question marketers or agencies ask ad tech vendors or media companies is probably this: “That audience is perfect, but can it scale?” Audience targeting is great, but ultimately, advertising’s main draw is reaching large-scale… Read more »

How Cross-Device Identity Matching Works (part 2)

September 20, 2016 | By Gartner

Martin Kihn at Gartner continues a great series of posts describing Adelphic’s patented methodology for cross-device identity matching. Cross-device identity matching is the way marketers try to map devices and browsers to the same consumer to improve personalization and measurement. in our super-popular Part 1, we got half-way across the bridge by describing one common way… Read more »