Viant to Acquire Automated Ad Buying Platform Adelphic Inc.

January 23, 2017 in News

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 the first quarter.

Time Inc. said the ad tech firm will complement Viant, a data-driven marketing company it acquired last year that has a database of more than 1 billion registered users. Adelphic enables agencies and clients to buy advertising on their own, a self-service capability that Viant currently lacks.

Time Inc., which publishes Sports Illustrated, Fortune and People, completed its purchase of Viant Technology Inc. last March. At the time, the publisher said it would blend its content and subscriber data with Viant’s data on more than 1 billion registered users.

“This is the next piece of the puzzle that we’ve been putting together,” said Jen Wong, Time Inc.’s chief operating officer. “The forecasts show that a big chunk of the market is interested in transacting through automation. That’s particularly the case in mobile. This will allow us to do that.”

Ms.Wong described Viant as a managed service business that executes purchases on behalf of agencies and clients. Increasingly, agencies and clients want to execute those purchases themselves.

Adelphic, she said, has that self-service capability. “We’ll be able to put Viant’s data layer on top of Adelphic, enabling agencies to access that audience through self-service,” she said.

Michael Collins, chief executive of Adelphic, based in Waltham, Mass., said the combination of Viant’s audience data with Adelphic’s automated buying should provide greater value to clients. “Their data and premium content together with our automated buying technology will be a very powerful combination,” he said.

Time Inc. earlier this month revamped its ad sales workforce and said it would focus even more heavily on category selling.

The pending purchase comes at a time when Time Inc.’s future as a standalone company is in question, amid continuing pressures on its print advertising and newsstand revenue. Time Inc. hired investment banks last December to help review its strategic options after turning away two acquisition overtures led by media investors that included Edgar Bronfman Jr.

To view this article in its entirety, visit The Wall Street Journal.


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Time Inc.’s Viant to Acquire Adelphic

January 23, 2017 in Press Releases

Adelphic’s Self-Service Programmatic Capabilities Bolster Viant’s People-Based Offerings

Combination Will Create the Industry’s First People-Based Demand-Side Platform, Powered by Over 1 Billion Registered Users Globally

(NEW YORK, NY and IRVINE, CA, January 23, 2017)—Time Inc.’s (NYSE:TIME) Viant, a people-based advertising technology company, has signed an agreement to acquire Adelphic, a company that provides a mobile-first, cross-channel programmatic advertising platform. Adelphic’s self-service media planning and execution tools, including its ability to reach consumers across all screens and formats, will bolster Viant’s people-based data and analytics offerings. The deal is expected to close during the first quarter of 2017.

As a pioneer demand-side platform (DSP), Adelphic’s global media execution capabilities, in combination with Time Inc.’s and Viant’s first-party registered user bases, will bring marketers and their agency partners the first people-based DSP capable of reaching more than 1 billion consumers worldwide.

Time Inc. President and CEO Rich Battista said, “We know that in addition to premium content, advertisers are looking for more efficient buying processes for digital audiences. With Adelphic’s proven self-service capabilities, Time Inc. and Viant will be able to deliver greater programmatic competencies and benefits to our partners.”

Forecasts suggest that programmatic digital advertising is growing rapidly and that more than 70 percent of digital advertising may be transacted programmatically in 2017, according to eMarketer. eMarketer also reports that 75 percent of mobile spending will be transacted programmatically.

“Adelphic will bring superior media execution capabilities to Viant’s advertising cloud platform as one of the only DSPs built mobile-first,” said Viant Co-Founder and CEO Tim Vanderhook. “This addition will give marketers and their agencies the globally scaled people-based platform they have been consistently asking from us.”

The move toward people-based solutions dominated by “walled gardens” left a gap across the open web, which generally focuses on proxies like cookies for user identification. The combination of Viant and Adelphic will deliver the first people-based DSP, powered by Time Inc.’s and Viant’s large, deterministic data set.

Marketers can now manage reach and frequency across devices and channels with precision and scale, as well as measure true advertising impact by leveraging Viant’s ability to tie in-store purchases to real customers.

“We have a strong portfolio of clients who know us for a robust and easy-to-use suite of self-service tools that enable access to billions of ad opportunities per day,” said Adelphic CEO Michael Collins. “Cross-device capability at scale, combined with Viant’s people-based precision and persistency, will create a winning solution for advertisers.”

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Time Inc. (NYSE:TIME) is a leading content company that engages over 150 million consumers every month through our portfolio of premium brands across platforms. By combining our distinctive content with our proprietary data and people-based targeting, we offer highly differentiated end-to-end solutions to marketers across the multimedia landscape. Our influential brands include People, Time, Fortune, Sports Illustrated, InStyle, Real Simple and Southern Living, as well as more than 50 diverse titles in the United Kingdom. Time Inc. has been extending the power of our brands through various acquisitions and investments, including Viant, an advertising technology firm with a specialized people-based marketing platform; The Foundry, Time Inc.’s creative lab and content studio; and the People Entertainment Weekly Network (PEN). The company is also home to celebrated events, such as the Time 100, Fortune Most Powerful Women, People’s Sexiest Man Alive, Sports Illustrated’s Sportsperson of the Year, the Essence Festival and the Food & Wine Classic in Aspen.


Viant Technology LLC is a premier people-based advertising technology company, enabling marketers to plan, execute and measure their digital media investments through a cloud-based platform. Built on a foundation of people instead of cookies, the Viant Advertising Cloud™ provides marketers with access to over 1.2 billion registered users, one of the largest registered user databases in the world, infusing accuracy, reach and accountability into cross-device advertising. Founded in 1999, Viant owns and operates several leading digital ad technology and media companies, including Vindico and Myspace, and it is a member of the Xumo joint venture. In 2016, Viant became a subsidiary of Time Inc. (NYSE:TIME), one of the world’s leading media companies with a portfolio of iconic brands including People, Sports Illustrated, Fortune and Time. For more information, please visit


Adelphic is a leading mobile and cross-channel demand-side platform. Adelphic provides an enterprise-ready software solution for agencies, brands and other large media buyers to make meaningful engagements with consumers on the move. The company’s platform is fully RTB-enabled and delivers global scale through access to all leading inventory providers. Adelphic’s patented technology overcomes the limitations of user identification in mobile and across networked devices, yielding rich, nuanced portraits of real consumers. Founded in 2011, Adelphic is funded by Matrix Partners, Blue Chip Venture Company and Google Ventures. For more information, visit


For more information, please contact or, or to speak with a spokesperson for Viant, please contact Spark PR at

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

January 20, 2017 in News

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 is the center of their media planning process. However, this singular michael low reschannel-focused tool misses a profound amount of marketing opportunity and holistic insights into audience and ad campaign reach.

It is an understatement to say that audiences are fragmented more than ever before. Further complicating the job of media planners, audiences are also increasingly spreading their time between multiple channels. Originally conceived as a planning tool during the days when television dominated, MMM provides advertisers with generalized statistics based on national or regional time series data. At its inception, this was an effective tool before audiences became so fragmented.

What MMM fails to provide is a true holistic view of consumers based on their behaviors across multiple channels and screens. It also cannot give marketers the ability to plan for a seamless, sequenced dialogue with individual consumers across multiple screens. It is also not effective in leveraging the stream of real-time consumer insights that marketers now receive from newer, interactive channels.

Consumers are, by nature, multichannel and they consume content through multiple screens every day. Marketers need to better align their consumer engagement efforts with this multichannel behavior. When done successfully, this realignment allows for more effective ad spend, as placement decisions can be made in real time based on each consumer’s prior engagement with a brand.

For instance, if a brand successfully engages a consumer with an upper-funnel message in one channel, it would be inefficient to serve another upper-funnel message to the same consumer on another channel. Armed with the insight that the consumer is already engaged, a mid- or lower-funnel message would be better use of budget.

Different channels also provide different benefits for brands. For example, mobile is a very strong channel for engagement, with an average of 0.5% click-through rates, but it is not as strong as other channels on conversion. Conversely, desktop is strong on conversion rates, but weaker for engagement, with an average of 0.1% click-through rates. So, initially engaging a consumer in mobile and then driving that same consumer to conversion in desktop will likely drive a higher ROI than conducting both activities in the same channel.

Making decisions in real time based on cross-channel data and engagement will significantly improve advertising ROI. The most innovated and forwarding-thinking brands are moving to this audience-centric approach to campaign planning and execution. As more brands move in this direction, the legacy of MMM and planning based on television will be replaced and the age of digital advertising will finally have arrived.

The industry continues to evolve the solutions that will ultimately take the place of MMM. In the interim, marketers should focus on a few things: Plan for audience, not channels, sites or apps; build holistic, multichannel consumer profiles — and make them actionable in real time.

And, finally, brands need to test and trial cross-channel solutions that will help set the standards for measurement and attribution that we will need for the future.

To view this article in its entirety, visit AdExchanger.

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Programmatic Advertisers Get Even More Precise Consumer Location Data With New Pact

January 20, 2017 in Press Releases

The ways that marketers can measure whether digital campaigns drove store visits are growing — and getting more powerful.

Freckle IoT, which gleans mobile device proximity information from beacon data providers and directly through app and publisher partners, has struck a deal with five big platforms for programmatic ad sales that will let marketers track whether ad exposure boosted store traffic.

The platforms are Adelphic, AppNexus, MediaMath, The Trade Desk and TubeMogul.

Adelphic already lets ad clients use attribution measurement tags from other location data tracking firms including Placed, NinthDecimal, PlaceIQ, Factual and Foursquare, according to Adelphic CEO Michael Collins. But because much of adelphic-freckleFreckle’s data is derived from beacons — physical location sensors installed throughout stores, malls and other public venues — the information can be very granular and possibly more reliable than other common sources, such as mobile apps’ ad calls, he said.

The level of precision is “almost ‘has this consumer walked down aisle 3?’ said Mr. Collins. “That is one of the great benefits that comes with beacon-based data.”

The integration of Freckle’s attribution measurement technology with some of the largest so-called demand-side platforms adds yet another option for advertisers to track whether their digital ads actually helped push someone toward a retail outlet, restaurant or other business location. The partnerships reflect a broader trend towards location data sharing on a grand scale across the ad ecosystem. The ability to verify digital ads’ impact, meanwhile, has only grown more important as questions about ad fraud and online metrics have recently grown.

The Freckle attribution tag is triggered when an ad bid is made on one of the platforms, allowing Freckle to collect location data and a mobile ID associated with the targeted consumer. Because Freckle also has mobile device IDs gathered through its software development kit, which is embedded in mobile apps, the company can then compare IDs that were spotted when ads were served and those subsequently detected at a business address.

“Where you have overlap on the ID is where you have attribution,” said Neil Sweeney, founder and CEO of Freckle IoT.

When beacon data associated with a particular device ID is compiled over time, it can help form a vivid picture of someone’s spending behavior.

Adelphic focuses on consumer identification across devices, and will now sync Freckle’s attribution tag to its system to measure cross-channel campaigns and their effect on in-store visits. “Bringing in-store into a multi-channel dialogue with consumers is a big deal,” said Mr. Collins. “We’re in the first couple innings in that game as well.”

In September, Freckle began disseminating its location data into Airpush’s mobile data marketplace,, where companies can purchase precise device location information, including beacon data, encrypted email addresses, device identifiers and information showing which apps phones have installed and how frequently they’re accessed.
As with the majority of mobile location data collection, Freckle’s app publisher partners require users to agree to share location data when they download the apps, or sometimes when location data is gathered after download. Many mobile apps, once they have this permission from users, collect background location data, which tracks the location of devices at all times, whether or not the app is in use, and often even when apps don’t need any location information to perform core functions.

Freckle is shifting its data sourcing a bit to become “less and less dependent on the physical hardware of the beacon,” said Freckle’s Mr. Sweeney. The company has begun to create what it calls virtual beacons to help marketers measure what’s going on at competitors’ locations, he said. Virtual beacons work by gleaning data from devices running apps that include Freckle’s SDK. The company might mark thousands of locations associated with a fast food chain’s competitor locations, for example, and track when devices with the Freckle SDK show up in those zones.

“We increasingly have brands saying to us… ‘I want to know data collection on Wendy’s, Burger King and Starbucks and I want their first-party data and I want to actually mine that data,” Mr. Sweeney said.

“We never wanted to be the guys at the end of the day that were responsible for rolling up 3 million beacons,” he continued. “It’s like rolling up 3 million VCRs — at some point you’re going to become obsolete.”

To view this article in its entirety, visit AdAge.

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

January 10, 2017 in Press Releases


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-sharethroughAdelphic established its first native platform relationship with TripleLift in October when it launched its self-serve native campaign workflow.

Buyers using Adelphic will be able to use it to bid on native in-feed display and video inventory on the Sharethrough Exchange. The API integration works from the IAB’s OpenRTB 2.3 standardization, which includes specifications for real-time trading on native ads in addition to display banner and video ads.

“At Sharethrough, we believe that native ads are the only format that makes sense on mobile and that mobile is the future of the Internet, which makes integrations like these essential to drive our business forward,” said Alex White, VP of product marketing at Sharethrough.

The company said that three-quarters of the ad impressions served through the Sharethrough Exchange were on mobile devices in Q3 2016. Of that, 77 percent of impressions were on the mobile web.

“Native advertising will drive increased spend to programmatic channels as advertisers continue to see high engagement with their audiences and demand the scale and efficiency of RTB buying,” said Gina Kim, VP of  business development at Adelphic.

To view this article in its entirety, visit MarTech Today.

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