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DSP Adelphic Plugs into LiveRail for Connected TV Advertising Inventory

June 15, 2015 | By MediaPost

Adelphic, a mobile-focused demand-side platform (DSP), is expanding to new screens. The company on Monday announced it has plugged into Facebook’s LiveRail, a supply-side platform (SSP) for programmatic video advertising. As a result of the integration, Adelphic clients will be able to buy connected TV advertising inventory programmatically. The hookup allows programmatic buyers to deliver… Read more »

Making Good Mobile Advertising Investments

May 27, 2015 | By Emily Del Greco, Adelphic VP of Sales

Most Fortune 1000 brands know they should spend more of their advertising budgets on mobile, but have a laundry list of reasons for why they won’t invest. Limited tracking. Lack of creative options. Lack of transparency. All reasons they feel they “have to” invest, but haven’t yet. In examining mobile advertising leaders, there are a… Read more »

Digging into the Cross-Device Targeting Implications of the Verizon-AOL Deal

May 13, 2015 | By AdExchanger

Verizon has access to deterministic data – and now it ostensibly owns the programmatic tech to put that data to work via AOL, which the telecom bought for $4.4 billion on Monday. This isn’t Verizon’s first stab at ad tech. Precision Market Insights, the company’s addressable advertising division, has been groping about, with various degrees… Read more »

Industry Reacts to Verizon’s $4.4 Billion AOL Purchase and Cross-Device Advertising Possibilities

May 12, 2015 | By MediaPost

While Verizon and AOL are both consumer-facing companies, analysts and industry watchers say their merging has more to do with data and cross-device advertising technology. Real-Time Daily has compiled reactions from around the ad industry: Michael Collins, CEO of Adelphic: “We’re at a point in the industry where there isn’t a shortage of cross-device linking… Read more »

Bridging the Identity Gap with Deterministic and Probabilistic Data

May 11, 2015 | By 1 to 1 Media

Mobile devices are at a tipping point. Consumers are more connected than ever and use multiple devices for a wide range of activities from checking email and reading the news to shopping and paying bills. In 2014, 91 percent of consumers owned a laptop or PC, 80 percent owned a smartphone, and 47 percent owned… Read more »

Adelphic Brings its Mobile User-Identification “Cookie Proxy” to Europe

May 11, 2015 | By Huffington Post

Advertising on mobile cannot benefit from user-tracking, on-device cookie files like it can on desktop devices. So Adelphic made its own alternative to cookies, to help advertisers target not just mobile users but those same users across devices. “The fundamental challenge in the mobile landscape right now is the lack of a standard user identification… Read more »

Special Report: Personalization in Technology Trends and Mobile Attribution

May 11, 2015 | By Chief Marketer

Personalization in marketing is all about delivering unique experiences to customers based on their individual preferences, behaviors and history, and the ability to do this well is driven by the quality of a marketer’s consumer data and their ability to use it. Technology solutions focused on helping marketers get personal with consumers are designed to… Read more »

Programmatic Mobile Video Getting Its Legs

May 4, 2015 | By MediaPost

Marketers are in the process of learning and perfecting mobile advertising, video advertising, and the art of using programmatic technologies — all independent of one another. But there is also overlap between the three — i.e., mobile video ads traded programmatically — and it’s a corner of the industry that appears to be getting its… Read more »

Updated MRAID Spec Could Be A Mobile Video Demand Driver

May 1, 2015 | By AdExchanger

Specs and standards aren’t that sexy, but industry experts say the Interactive Advertising Bureau’s recent video addendum to rich media standard MRAID could be one of the keys to unlocking more programmatic mobile video dollars. MRAID is a mobile standard, used by many publishers and app developers, to render and serve mobile rich media programmatically…. Read more »