10 Reasons Adelphic is a Better DSP

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.

Executed seamlessly through Adelphic, the Viant Household ID 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

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. Adelphic’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 ACR and set-top box providers present users with one of the most established and accurate CTV footprints in the market.

With the most channel integrations of any single platform, 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.

Plan effectively using a multitude of tools that provide marketers with the ability to develop data-driven media strategy 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.

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.
• Machine learning algorithms
  Adelphic’s algorithms find optimal bid prices for maximizing performance and scale across all major KPIs.
• 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.
• 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 with 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.

Adelphic’s Advanced Reporting suite 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 multi-touch 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 Houshehold ID, demonstrates how each scales across channels, providing marketers with needed visibility as the ecosystem continues to evolve.

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.

All Adelphic partnership models include Viant’s 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.