Through processing many billions of ad opportunities, Adelphic has observed that only one in four mobile impressions is “marketing-actionable” – meaning it has more than three targeting factors (i.e., handset type and location). For sophisticated brands, this means that the vast majority of mobile advertising opportunities do not reveal the real people behind the device.
Adelphic’s patented technology solves the personalization issue by consistently recognizing the consumer behind the device and assigning an ^tag™ (“A-tag”), Adelphic’s proprietary identifier. The ^tag appends dozens of targeting factors to each ad opportunity in real-time, enabling our Poly-dimensional Targeting technology to combine mobile, contextual and demographic data with behavioral signals to connect brands to the right consumers at the right time and place. The Adelphic ^tag transforms mobile advertising inventory into marketing-actionable opportunities to engage the consumers behind the devices.
Working together, the components of Adelphic’s platform — Campaign Management Portal, Audience Cube™ and Predictive Performance Engine™ — offer large-scale media buyers an enterprise-ready, cloud-based platform that can be ready to launch in a day and unlock the power of mobile and cross-device campaigns.