Viant’s Adelphic Partners with DoubleVerify, Adding Pre-bid Viewability and Brand Safety Targeting To Its Cross-Channel Platform

November 28, 2017 in Press Releases

Addition of DoubleVerify Provides Clients With Enhanced Measurement Capabilities, and Management of Non Human Traffic

(Waltham, MA, November 28, 2017) — Adelphic, a self-service platform for cross-channel programmatic advertising, today announced the addition of pre-bid viewability and brand safety targeting to its platform from DoubleVerify, a leading independent provider of digital media quality solutions. The offering is available omni-channel across all of Adelphic’s 25+ supply partners, allowing marketers to reach audiences via video, display and native on both mobile and desktop.

DoubleVerify’s pre-bid targeting capabilities also provide Adelphic’s clients with additional tools to measure viewability rate and determine whether or not content is brand safe across display and video on mobile and desktop. DoubleVerify’s enhanced Fraud/SIVT detection tools will also enable Adelphic to track and prevent non-human traffic (NHT) across mobile and desktop.

“The addition of DoubleVerify to our platform reflects our continued investment in technology that streamlines pre-bid targeting through real-time evaluation of web and app data based on factors including viewability, brand safety, ad fraud, traffic ad quality, context and player size,” said Jeremy Haft, National Vice President at Adelphic. “With DoubleVerify’s granular pre-bid tools integrated into our people-based DSP, Adelphic is optimizing cross-channel and cross-device client campaigns, ensuring they can reach the right audiences while running on brand-safe inventory.”

Adelphic’s integration with DoubleVerify’s pre-bid viewability tools enables clients to target the right audiences before they start a campaign, rather than relying on post-campaign metrics to understand what was viewable. With 48% of programmatic display impressions not viewable, according to DoubleVerify, enhanced targeting and measurement capabilities are becoming critical for brands looking to optimize their media spend while running campaigns in brand safe environments.

“DoubleVerify is committed to bringing transparency to the market so advertisers can have the confidence that their investment was viewable and fraud-free,” said Steve Woolway, SVP Business Development at DoubleVerify. “This partnership with Adelphic highlights DV’s strength and innovation in mobile app measurement and targeting.”

 

ABOUT ADELPHIC

Adelphic is a leading people-based cross-channel demand-side platform.  Adelphic provides an enterprise-ready self-service software solution for agencies, brands and other large media buyers to make meaningful engagements with consumers across all devices and formats. The company’s platform is fully RTB-enabled and delivers global scale through access to all leading inventory providers. Adelphic’s technology overcomes the limitations of user identification across all digital devices, yielding rich, nuanced portraits of real people, instead of cookies. Adelphic is owned by Viant, a subsidiary of Time Inc. (NYSE:TIME). For more information, visit www.adelphic.com.

 

ABOUT DOUBLEVERIFY

DV is the leading provider of marketing measurement software, data and analytics that authenticates the quality and effectiveness of digital media for the world’s largest brands and media platforms. DV provides media transparency and accountability to deliver the highest level advertising performance. Since 2008, DV has helped Fortune 500 companies gain the most from their media spend by delivering best in class solutions across the digital ecosystem that help build a better industry. Learn more at doubleverify.com.

 

 

Adelphic Adds Digital-out-of-Home to Its Repertoire

October 11, 2017 in News

In January, Time, Inc.-owned ad tech firm Viant bought demand side platform (DSP) Adelphic.

Adelphic was born as a mobile-focused ad DSP, but it had added desktop, tablet and connected TV by the time of the acquisition.

Now, it has added the outer edges of the digital ad ecosystem: digital out-of-home (DOOH). The inventory comes from Clear Channel, which offers mostly digital billboards, and Captivate, which mostly has screens in elevators, bus stops and similar locations. The private marketplace is provided by Rubicon Project.

Viant CMO Jon Schulz told me that this offering is the first time ads are being delivered programmatically to those companies’ inventory. The measurement techniques — how many viewers and so on — are provided by Clear Channel and Captivate.

DOOH sales are booming at a 10 percent annual rate, according to PQ Media, and, bit by bit, out-of-home is becoming part of the overall programmatic ad ecosystem.

Santa Monica, California-based AdQuick, for instance, offers a web-based platform online service for the booking of connected outdoor displays. New York City-based Vistar Media announced last year it was offering the first employment of first-party customer relationship management data for DOOH via a partnership with data provider LiveRamp.

Schulz noted that Adelphic provides a fully integrated self-service platform that handles the entire process — bidding, targeting and deployment. This means, he said, that DOOH can be coordinated with other channels from the same dashboard.

To view the original article, visit MarTech Today.

The post Adelphic Adds Digital-out-of-Home to Its Repertoire appeared first on Adelphic.

Viant’s Adelphic Launches Programmatic Digital OOH Ad Buying, Extending Cross-Channel Breadth and Capability

October 5, 2017 in News

Adelphic, a Viant people-based, self-service platform for cross-channel programmatic advertising, announced the addition of digital out-of-home (DOOH) inventory to its platform. This all-new offering enables advertisers to access Adelphic’s digital out-of-home inventory via Rubicon Project’s Private Marketplace (PMP).

Through partnerships with both Clear Channel Outdoor Americas, one of the world’s largest outdoor advertising companies, and Captivate Elevator Media, North America’s leading location-based digital video network, clients can purchase DOOH inventory including digital billboards, at airports, office lobbies and elevators, at scale, seamlessly, within a PMP.

In addition, the company announced that EnPlay Media, the OOH agency, has agreed to work with Adelphic to gain access to the inventory on behalf of its clients.

The addition of DOOH inventory to Adelphic’s people-based DSP, powered by Viant’s proprietary user and device graph, provides advertisers and brands with the ability to more efficiently buy programmatic inventory through a cross-channel approach. Now, ad buyers can utilize audience-driven insights for better targeting and analysis of campaign performance across the complex consumer journey.

Jeremy Haft, Adelphic National Vice President, Adelphic, said, “As the industry becomes increasingly automated, Adelphic is looking to lead the charge in cross-channel programmatic activation. By including digital out-of-home inventory as part of our self-service programmatic ad buying capabilities, we are bringing the efficiency of programmatic to an advertising medium that was largely purchased manually.”

While tech-savvy marketers acknowledge the benefits of extending programmatic capabilities to DOOH, Adelphic is the only DSP providing OOH buyers with the ability to automatically convert traditional OOH metrics [events] into impressions within the platform, for improved cross-channel optimization and reporting. By standardizing the bidding measurement, Adelphic makes it easier for advertisers to buy premium inventory at scale and better understand performance results through more accurate measurement and reporting.

Neil Shapiro, Vice President, Digital Sales, Captivate, said, “We are excited to partner with Adelphic to help transition digital out-of-home into the programmatic era. Our premium, brand-safe, location-based video inventory provides a strong complement to their mobile and cross-screen offerings.”

By layering on location targeting to cross-channel advertising, marketers using Adelphic’s people-based platform have the ability to retarget people who work in office buildings while simultaneously reaching users across devices in a deterministic fashion, including mobile and desktop.

Lauren Barbara, Managing Partner, Enplay, MDC Media Partners’ OOH Unit, said, “Working with Adelphic aligns with our strategy to provide robust audience driven data and programmatic opportunities within mobile and OOH. As we push to move the OOH industry forward, working with Adelphic to gain access to programmatic inventory helps drive greater returns for our clients wanting sought-after audience segments in physical locations with highly relevant custom messaging in real-time.”

The inclusion of a DOOH strategy enables advertisers to reach and impact their target audiences in real-world moments. Brand marketers value engaging consumers through these more traditional methods, and PricewaterhouseCoopers predicts that DOOH advertising revenues will overtake traditional OOH media spend in 2020 (growing at a rate of 15 per cent year-over-year for the next four years).

Currently, Adelphic offers its people-based cross-channel demand-side platform to agencies, brands and other large media buyers. The company’s platform is fully RTB-enabled and delivers global scale through access to all leading inventory providers. Adelphic’s technology overcomes the limitations of user identification across all digital devices, yielding rich, nuanced portraits of real people, instead of cookies.

To view the original article, visit MarTech Series.

The post Viant’s Adelphic Launches Programmatic Digital OOH Ad Buying, Extending Cross-Channel Breadth and Capability appeared first on Adelphic.

Adelphic Introduces Digital Out-of-Home Ad Buying

October 5, 2017 in News

Adelphic, a Viant® people-based, self-service platform for cross-channel programmatic advertising, announced today the addition of digital out-of-home (DOOH) inventory to its platform. This all-new offering enables advertisers to access Adelphic’s digital out-of-home inventory via Rubicon Project’s Private Marketplace (PMP). Through partnerships with both Clear Channel Outdoor Americas, one of the world’s largest outdoor advertising companies, and Captivate, North America’s leading location-based digital video network, clients can purchase DOOH inventory including digital billboards, airports, office lobbies and elevators, at scale, seamlessly, within a PMP. In addition, the company announced that Enplay, the OOH agency within MDC Media Partners, has agreed to work with Adelphic to gain access to the inventory on behalf of its clients.

The addition of DOOH inventory to Adelphic’s people-based DSP, powered by Viant’s proprietary user and device graph, provides advertisers and brands with the ability to more efficiently buy programmatic inventory through a cross-channel approach. Now, ad buyers can utilize audience-driven insights for better targeting and analysis of campaign performance across the complex consumer journey.

“As the industry becomes increasingly automated, Adelphic is looking to lead the charge in cross-channel programmatic activation,” said Adelphic National Vice President, Jeremy Haft. “By including digital out-of-home inventory as part of our self-service programmatic ad buying capabilities, we are bringing the efficiency of programmatic to an advertising medium that was largely purchased manually.”

While tech-savvy marketers acknowledge the benefits of extending programmatic capabilities to DOOH, Adelphic is the only DSP providing OOH buyers with the ability to automatically convert traditional OOH metrics [events] into impressions within the platform, for improved cross-channel optimization and reporting. By standardizing the bidding measurement, Adelphic makes it easier for advertisers to buy premium inventory at scale and better understand performance results through more accurate measurement and reporting. By layering on location targeting to cross-channel advertising, marketers using Adelphic’s people-based platform have the ability to retarget people who work in office buildings while simultaneously reaching users across devices in a deterministic fashion, including mobile and desktop.

“Working with Adelphic aligns with our strategy to provide robust audience driven data and programmatic opportunities within mobile and OOH,” said Lauren Barbara, Managing Partner, Enplay, MDC Media Partners’ OOH Unit. “As we push to move the OOH industry forward, working with Adelphic to gain access to programmatic inventory helps drive greater returns for our clients wanting sought-after audience segments in physical locations with highly relevant custom messaging in real-time.”

The inclusion of a DOOH strategy enables advertisers to reach and impact their target audiences in real-world moments. Brand marketers value engaging consumers through these more traditional methods, and PricewaterhouseCoopers predicts that DOOH advertising revenues will overtake traditional OOH media spend in 2020 (growing at a rate of 15 percent year-over-year for the next four years).

To view the full article, visit MarTech Advisor.

The post Adelphic Introduces Digital Out-of-Home Ad Buying appeared first on Adelphic.

Out-Of-Home Ads Go Programmatic With New Pact

October 4, 2017 in Press Releases

Adelphic, part of the Time Inc. ad-tech unit Viant, said Wednesday that its digital out-of-home ad inventory is now available through Rubicon Project’s private marketplace.

The partnership makes Clear Channel Outdoor Americas digital inventory, as well as Captivate’s network of screens in elevators and elsewhere, available for marketers to purchase through automated means.

That matters because marketers are increasingly looking to allocate their budgets through tech designed to drive down prices and enable quick moves. Despite a batch of significant problems with such programmatic tech, any ad medium that’s not at least available that way faces a headwind that it once did not. So the out-of-home industry has been edging in this direction for a while.

“Successful out-of-home is about using the environment around you,” says Lauren Barbara, managing partner at Enplay, MDC Media Partners’ out-of-home unit, which has begun buying Viant inventory through the arrangement. “We recently worked with Timberland to stylize artwork in real time so that the creative was triggered to change based on the weather.”

“What makes digital out-of-home so unique and effective is that it quite literally combines the digital and real world,” she adds.

Despite the rise of mobile devices that reach consumers outside the home throughout the day, sign-based out-of-home advertising has proven to be an effective medium when approached correctly. Last year, the Outdoor Advertising Association of America won attention during Advertising Week by promoting the effectiveness of out-of-home ads with its “Feel the Real” campaign. It included ads on everything from screens in Time Square to good ol’ fashioned trucks that drove around with signage reading, “This Ad Is Real” — a clear shot at the ever growing problem that is ad fraud.

Adelphic says it will use the information that Viant, current owner of Myspace, has on consumers and their devices to help marketers better target their buys.

“Digital out-of-home is one of the fastest growing markets in the industry right now, and along with Rubicon we’re one of the first to make this inventory available to advertisers programmatically,” says Jeremy Haft, a VP at Adelphic.

The Outdoor Advertising Association of America says out-of-home ad revenue will total $29 billion in the U.S. this year, with revenue expected to grow by 3 percent annually until 2021.

To view the full article, visit AdAge.

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