News Archives

January 24, 2017 AdExchanger Viant: ‘People-Based’ Doesn’t Have To Mean ‘Walled Garden’

In acquiring Adelphic for an undisclosed price, Viant hopes to create a “people-based DSP” that combines media execution with deterministic data from parent company Time Inc.

January 23, 2017 Wall Street Journal Viant to Acquire Automated Ad Buying Platform Adelphic Inc.

The move is intended to give advertisers self-service capabilities for data-driven buying.

January 20, 2017 AdExchanger Marketing-Mix Modeling: A Road of Missed Opportunity for Brands

If you are in brand management, chances are you have leveraged marketing-mix modeling (MMM).

November 14, 2016 MediaPost Adelphic Partners With Integral Ad Science On Pre-Bid Targeting For Cross-Channel Campaigns

Adelphic announced a partnership with Integral Ad Science (IAS) allowing Adelphic customers to 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.

October 27, 2016 AdExchanger The Quest For Scale Is Ruining The Digital Ad Industry

The first question marketers or agencies ask advertising software vendors or media companies is probably this: “That audience is perfect, but can it scale?”

September 12, 2016 MediaPost Adelphic & PushSpring Launch ‘Mobile to Mobile” Partnership, Offering Access To App Data

Adelphic announced a partnership with PushSpring, an app-based mobile audience platform, to offer ad buyers the ability to target audience segments with attributes including app ownership, personas, and demographic target.