TOP TEN ADELPHIC DIFFERENTIATORS
Adelphic, Viant’s omnichannel DSP, is a leader in people-based solutions for individual and household-level advertising. Adelphic specializes in emerging channels like connected TV (CTV), digital out-of-home (DOOH) and digital audio allowing for best-in-class omnichannel execution, providing marketers the ability to plan campaigns based on insights at the household level, optimize across premium supply as well as effectively measure offline and online business outcomes resulting from those exposures.
Combined with consistent product innovation and a highly recognized customer service team, Viant ensures brands are set for today’s open web.
Of course, it’s important to understand just how Adelphic is different from other DSPs on the market. There’s a reason why Adelphic is an AdExchanger Programmatic Power Player and satisfaction with the software’s customer service is consistently above 95%. Find out more below.”
1. INNOVATIVE ADVERTISING SOFTWARE
Adelphic is developed to streamline workflows and ease the lives of programmatic traders. The software includes built-in identity resolution for easy activation of first- and third-party data as well as free onboarding for more flexibility and opportunities to utilize first-party data. Planning and buying are centered on measurability integrated in run-time household technology. A dedicated inventory management program creates a universal lens for brand safety. Holistic measurement in Adelphic software gives marketers visibility into return on ad spend (ROAS) and incrementality and lift for online and offline outcomes.
2. In-House Identity Resolution
Executed seamlessly through Adelphic, the Viant Household IDTM provides marketers with the scalability, addressability, measurability and privacy compliance necessary for success today. This patented technology unlocks many benefits available exclusively to Adelphic users at no additional cost, such as:
- Built-in cross-device conversion tracking, allowing marketers to target all eligible devices in a household to drive conversions
- Universal frequency management at scale, eliminating the need to control frequency in silos based on channel and/or device limitations
- Tracking uniformity and identity persistence across all browsers and tracking environments with immunity to identity voids like ITP
3. PEOPLE-BASED TARGETING & DATA INTEGRATIONS
Viant pioneered a people-based approach and provides the most scale outside of walled gardens. This allows brands to connect with real households and individuals with accurate reach and frequency. Viant’s integrations with more than 70 data providers allow for extensive identity mapping, giving users the ability to target consumers based on purchase behaviors, location, TV viewership insights and much more. Superior integrations with TV viewership and set-top box providers present users with one of the most established and accurate CTV footprints in the market.
4. Omnichannel Capabilities
Adelphic empowers brands and agencies to access leading supply from premium publishers and reach consumers seamlessly across CTV, DOOH, mobile, audio, desktop and more without having to constantly switch between platforms.
5. Custom Planning Tools
Plan effectively using a multitude of tools that provide marketers with the ability to develop data-driven media strategies using advanced analytics. Utilizing identity segments or foot traffic, learn more about audience behavior across all channels including linear TV, CTV, desktop, mobile, DOOH, audio and more.
6. Features for Power Users
Adelphic offers many in-depth options that give advanced traders the highest levels of control, which helps ensure they are running the most efficient campaigns possible. This includes:
- Bulk functionality
Traders can mass edit orders, campaigns and spreadsheets, instead of making individual changes one at a time, saving significant time.
- API capabilities
These provide bilateral data syndication into or out of the platform for trafficking and reporting in formats easily accepted by business intelligence teams.
- Machine learning algorithms
Algorithms in Adelphic find optimal bid prices for maximizing performance and scale across all major KPIs
- External tracking sources
Users can export settings, make changes and then upload them back into Adelphic to maximize workflow efficiency for large or complex campaigns.
- Advanced reporting
Unified cookieless measurement provides true online and offline ROAS as well as lift and incrementality to better understand the effectiveness of campaigns.
- Innovation and Brand Safety
Leading edge technology instantly eliminates more than 50% of unqualified bids and Adelphic has agnostic, robust pre-bid partner solutions.
7. Advanced Reporting
Advanced Reporting in Adelphic includes conversion lift and multi-touch attribution analytics for online and in-store activity across all platforms. Users can leverage differentiated insights like cross-channel reports, foot traffic and multitouch attribution models, DOOH, linear and CTV, as well as custom and third-party reporting tools as needed. Additionally, with the Viant Household ID, marketers can measure online and offline behaviors resulting from a CTV ad exposure and optimize campaigns accordingly in one complete view.
Adelphic is a fully transparent DSP, and that includes the availability of log-level data and all associated technology and data costs. That transparency extends into the cross-device nature of how users are engaging with the software. Viant’s World Without Cookies Dashboard, an unbiased look at the identifiers currently available in the programmatic bid stream including the Viant Household ID, demonstrates how each scales across channels, providing marketers with needed visibility as the ecosystem continues to evolve.
9. Customer Driven
Adelphic offers an easy-to-access, intuitive user interface with personalized support whenever needed. An online knowledge base with robust documentation, user interface tutorials, intercom online chat and Slack support channels maintain this ease of use. Adelphic Certification and Programmatic University extend client knowledge and decrease ramp-up time. Therefore, client satisfaction with Adelphic’s customer support is consistently above 95%, as reported in an annual survey of all Adelphic users.
10. Flexible Client Relationships
All Viant’s partnership models include best-in-class customer service from campaign set-up to inventory evaluation and selection, optimization recommendations, troubleshooting, measurement and more. From completely self-service to a co-managed solution or end-to-end full service, Marketers can plan, execute and measure campaigns in a single interface through a self-service portal or with the help of Viant’s award-winning professional services team.