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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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Adelphic Partners with Integral Ad Science to Unveil Pre-Bid Targeting for Cross-Channel Programmatic Ad Campaigns

November 14, 2016 in Press Releases

Adelphic, the leading mobile and cross-channel demand side platform (DSP), today announced a partnership with Integral Ad Science (IAS), the technology and data company that empowers the advertising industry to effectively influence consumers everywhere. Now in the Adelphic platform, customers can 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.

The need for third-party verification to ensure transparency for ad buyers has never been more apparent. Both brands and agencies can leverage the efficiency of programmatic with the added assurance that their messages are being seenadelphic-ias by relevant audiences in the U.S. and U.K.

“As digital advertising becomes more sophisticated, advertisers are increasingly asked to prove ROI,” said Harmon Lyons, VP of Business Development at IAS. “IAS provides buyers with peace of mind that their ads will have the opportunity to influence consumers, and in turn, generate real value from their ad placements.”

The following verification features from IAS are now available through the Adelphic platform:

  • Display: Viewability, fraud, brand safety, TRAQ (ad quality)
  • Video: ad fraud, brand safety
  • Mobile In-App: Brand safety

This is the sixth new partnership for Adelphic since June – building on their more than 40 inventory, data, and ad tech ecosystem integrations as they continue to expand both the depth and breadth of the platform.

“Our industry has made it a priority to address transparency through viewability and fraud protection solutions,” said Gina Kim, Head of Partnerships of Adelphic. “Adelphic is proud to be leading mobile pre-bid viewability through our IAS partnership. Having the IAS solutions built into the Adelphic platform so customers can target before their campaign runs, improves ROI and ensures their ads are being placed exactly where, when and how they’re intended.”

To view this press release in its entirety, visit PR Newswire.

The post Adelphic Partners with Integral Ad Science to Unveil Pre-Bid Targeting for Cross-Channel Programmatic Ad Campaigns appeared first on Adelphic.

Adelphic Partners with TripleLift to Unveil a Self-Serve Native Workflow

October 31, 2016 in Press Releases

Adelphic, the leading mobile and cross-channel demand side platform (DSP), today announced a partnership with TripleLift, the largest programmatic native technology company. Together, they will provide ad buyers access to native inventory sources across all display channels. Buyers will be able to leverage Adelphic’s leading targeting, optimization, and cross-channel capabilities to serve native image, video, and cinemagraph based ads in a fully self-serve workflow.adelphic-triplelift

Within the next five years, native advertisements will comprise nearly three-quarters of all display ad revenue in the U.S., driven in large part by innovations in programmatic technologies that make the format more scalable. Native delivers a better experience for consumers, which can drive marketers’ ROI. According to data from TripleLift, advertisers have seen up to a 100 percent increase in CTR, three-times higher brand awareness, and 250 percent higher engagement when using native as opposed to traditional display formats.

“Native has become a rapidly growing advertising strategy, particularly in mobile, where its success has been proven to drive increased consumer engagement,” said Katie Glass, Head of Programmatic Partnerships at TripleLift. “As a mobile-first DSP with cross-channel technology, Adelphic provides ad buyers a unique opportunity to leverage that increased engagement wherever audiences are consuming content.”

TripleLift’s native ads create more meaningful user engagement and a better consumer experience. TripleLift serves non-intrusive ads within the flow of content, which ensures that there are fewer accidental clicks. This means Adelphic customers can be confident that their clicks are from real consumers with interest. With better and more integrated advertising experiences, consumers are not pushed to employ ad blockers.

“Adelphic is excited to partner with TripleLift as we enhance our native offering to provide our customers with a robust set of tools that enable planning, forecasting, targeting, and reporting that empower our clients to scale their native campaigns,” said Gina Kim, Head of Partnerships of Adelphic. “This partnership will undoubtedly bring our customers new formats and tactics to drive brand advertising.”

This is the fifth new partnership for Adelphic since June – building on their more than 40 inventory, data, and ad tech ecosystem integrations as they continue to expand both the depth and breadth of the platform.

To read this article in its entirety, visit PR Newswire.

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Adelphic Partners With TripleLift On Self-Serve Native Workflow

October 31, 2016 in Press Releases

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 ads via a self-serve workflow.Media Post Logo

“TripleLift is the first native partner to be featured in Adelphic’s self-serve native workflow, which unifies programmatic native supply for our buyers so that they can plan, forecast, target, and report for mobile and cross channel campaigns,”  Gina Kim, head of partnerships of Adelphic, told Real-Time Daily via email. The goal, she said, is to have ad buyers achieve “better returns, more efficiently, using a format that already fuels high audience engagement.”

Within the next five years, it’s estimated that native ads will comprise nearly three-quarters of all display ad revenue in the U.S., driven in large part by developments in programmatic technologies that make the format more scalable. According to data from TripleLift, advertisers have seen up to a 100% percent increase in click-through rates, three-times higher brand awareness, and 250% higher engagement when using native vs. traditional display formats.

TripleLift is known for serving non-intrusive ads within the flow of content, which ensures that there are fewer accidental clicks. The upshot is that  Adelphic customers can be more confident that their clicks are from real consumers who have expressed interest.

To view this article in its entirety, visit MediaPost.

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Kargo Partners with Adelphic to Bring Together Brands & Publishers to Improve Mobile Advertising ROI

October 11, 2016 in Press Releases

Kargo, the leader in mobile brand advertising, today announced a new strategic global partnership with Adelphic, the leading mobile and cross-channel demand side platform (DSP). The partnership enables Adelphic’s clients to purchase premium ad space through Kargo’s alliance of top publishers – including The New York Times, Hearst, and CBS Interactive – and reach more than 186 million consumers in the United States and United Kingdom.

Together, Adelphic’s cross-channel audience insights and Kargo’s effective ad formats and mobile reach improve the accuracy and impact of each ad placement, which increases the return-on-investment for brands and agencies.adelphic_kargo

Publishers within Kargo’s editorial alliance benefit by being able to engage with and sell advertising inventory directly to brands, rather than allowing the process to flow through third-party platforms like Facebook.

“We see eye-to-eye with Adelphic when it comes to the value of premium editorial environments that reduce ad fraud and give brands and agencies access to high quality readers who are more likely to see and engage with their campaigns,” said Harry Kargman, founder and CEO of Kargo. “This approach to mobile advertising is particularly important as media companies fight to regain control from platforms like Facebook, which control the vast majority of digital and mobile ad dollars and limit publishers’ share of the profit.”

“Ad buyers understand that mobile is central to consumers’ content consumption preferences, and they’re looking for tools that enable them to reach these audiences efficiently, at scale, and with the precision of data-driven optimization,” said Michael Collins, CEO of Adelphic. “Through this partnership, our clients will be able to check all of these boxes as part of an ecosystem that is open and fair for all.”

Kargo is the only mobile advertising company that not only creates rich-media campaigns for more than 200 brands (including Unilever, Procter & Gamble, Verizon and L’Oréal) but also partners with a handpicked network of 70 top publishers (like The Wall Street Journal, NBC and Vox) — reaching an audience that rivals Facebook in terms of scale.

Within the last 12 months, Kargo surpassed $100M in 2015 revenue, expanded internationally, was featured on the Inc. 500 for the second consecutive year (ascending from 405 to 336) and strengthened its executive team by adding top talent from technology giants like Apple, Google and AOL.

To view this press release in its entirety, visit Business Wire.

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Adelphic, Grapeshot Team For Live Audience Targeting, Brand Safety Too

August 25, 2016 in Press Releases

Adelphic and Grapeshot on Thursday announced that ad buyers can now use Live Audience, Grapeshot’s pre-bid keyword targeting solution, via Adelphic’s mobile-first programmatic media solution, to reach live audiences.

The integration with Adelphic, a mobile and cross-channel, demand-side platform (DSP), marks the first time Grapeshot’s technology is being made available in a mobile- first application. The keyword tech provider’s algorithm will work seamlessly with Adelphic’s Behavior Graph to allow brand safety controls and contextual targeting for marketers wherever they want to interact with their customers.

Through the integration, Grapeshot’s algorithm interprets and categorizes the content audiences are consuming on individual mobile webpages and apps. It will work seamlessly within the Adelphic platform to ensure ads are displayed Media Post Logonext to content that’s contextually relevant and brand safe across 29 languages, according to the companies. The goal is to improve targeting with a higher level of precision, reduce waste, and increase ROI, globally.

The integration will enable brands and agency media buyers to create custom audience segments for individualized targeting or select Grapeshot’s standard audience segments for universal applications. These segments can be included or excluded in the forecasting and targeting products on Adelphic’s platform. For an even higher degree of brand safety, ad buyers can overlay Grapeshot’s whitelist or PG-Rated standard safety targeting to ensure campaigns run on safe inventory.

“Now that more brand advertising is shifting to programmatic, clients expect greater control and transparency,” Gina Kim, head of partnerships for Adelphic, told Real-Time Daily via email. “Now with Grapeshot’s technology, both mobile-only and cross-channel campaigns that use our Behavior Graph, can layer brand safety controls and contextual targeting.  These additional tools for optimizing performance and increasing ROI are raising the bar for quality.”

“Our partnership with Adelphic enables real-time evaluation of  mobile web or in-app data at scale, eliminating the need for site lists, and providing contextual reach with vertical-specific keywords and phrases,” stated John Snyder, CEO and Founder of Grapeshot.”

To view this article in its entirety, visit MediaPost.

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Adelphic Adds Behavior-Centric Cross-Channel Solution To Its DSP

August 18, 2016 in Press Releases

Adelphic, the mobile and cross-device DSP, released on Wednesday a new cross-channel behavior-centric solution for its DSP. The new product, powered by “Behavior Graph,” is supported by Adelphic’s patented algorithm that tracks users across devices and measures various behaviors, learning from the data points over time.

Previously used to track users on mobile, Adelphic’s user-identification algorithm is now applicable across networked devices. “We’ve seen a shMedia Post Logoift from channel-centric marketing strategies to more of a behavior-centric cross-channel approach, but technologies haven’t caught up. Behavior Graph aims to tackle that movement in the digital marketing landscape,” said Michael Collins, CEO of Adelphic. Behavior Graph connects devices, while also aligning consumer behaviors with those devices.

The new behavioral data points are directly integrated into the existing user interface and are used for targeting across devices. “Tracking audiences across various devices allows behaviors on those channels to influence targeting strategy in an increasingly thorough fashion,” added Collins.

Making sure audience identifiers are accurate across devices is becoming increasingly important to cross-channel ad buys — Adelphic is focused on making sure those are correctly reported so that consumer behaviors can be accurately built in to marketing strategies. Behavior Graph tracks users on desktop, tablets, connected TV and mobile phones.

To view this article in its entirety, visit MediaPost.

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