Adelphic, a Viant people-based, self-service platform for cross-channel programmatic advertising, announced the addition of digital out-of-home (DOOH) inventory to its platform. This all-new offering enables advertisers to access Adelphic’s digital out-of-home inventory via Rubicon Project’s Private Marketplace (PMP).

Through partnerships with both Clear Channel Outdoor Americas, one of the world’s largest outdoor advertising companies, and Captivate Elevator Media, North America’s leading location-based digital video network, clients can purchase DOOH inventory including digital billboards, at airports, office lobbies and elevators, at scale, seamlessly, within a PMP.

In addition, the company announced that EnPlay Media, the OOH agency, has agreed to work with Adelphic to gain access to the inventory on behalf of its clients.

The addition of DOOH inventory to Adelphic’s people-based DSP, powered by Viant’s proprietary user and device graph, provides advertisers and brands with the ability to more efficiently buy programmatic inventory through a cross-channel approach. Now, ad buyers can utilize audience-driven insights for better targeting and analysis of campaign performance across the complex consumer journey.

Jeremy Haft, Adelphic National Vice President, Adelphic, said, “As the industry becomes increasingly automated, Adelphic is looking to lead the charge in cross-channel programmatic activation. By including digital out-of-home inventory as part of our self-service programmatic ad buying capabilities, we are bringing the efficiency of programmatic to an advertising medium that was largely purchased manually.”

While tech-savvy marketers acknowledge the benefits of extending programmatic capabilities to DOOH, Adelphic is the only DSP providing OOH buyers with the ability to automatically convert traditional OOH metrics [events] into impressions within the platform, for improved cross-channel optimization and reporting. By standardizing the bidding measurement, Adelphic makes it easier for advertisers to buy premium inventory at scale and better understand performance results through more accurate measurement and reporting.

Neil Shapiro, Vice President, Digital Sales, Captivate, said, “We are excited to partner with Adelphic to help transition digital out-of-home into the programmatic era. Our premium, brand-safe, location-based video inventory provides a strong complement to their mobile and cross-screen offerings.”

By layering on location targeting to cross-channel advertising, marketers using Adelphic’s people-based platform have the ability to retarget people who work in office buildings while simultaneously reaching users across devices in a deterministic fashion, including mobile and desktop.

Lauren Barbara, Managing Partner, Enplay, MDC Media Partners’ OOH Unit, said, “Working with Adelphic aligns with our strategy to provide robust audience driven data and programmatic opportunities within mobile and OOH. As we push to move the OOH industry forward, working with Adelphic to gain access to programmatic inventory helps drive greater returns for our clients wanting sought-after audience segments in physical locations with highly relevant custom messaging in real-time.”

The inclusion of a DOOH strategy enables advertisers to reach and impact their target audiences in real-world moments. Brand marketers value engaging consumers through these more traditional methods, and PricewaterhouseCoopers predicts that DOOH advertising revenues will overtake traditional OOH media spend in 2020 (growing at a rate of 15 per cent year-over-year for the next four years).

Currently, Adelphic offers its people-based cross-channel demand-side platform to agencies, brands and other large media buyers. The company’s platform is fully RTB-enabled and delivers global scale through access to all leading inventory providers. Adelphic’s technology overcomes the limitations of user identification across all digital devices, yielding rich, nuanced portraits of real people, instead of cookies.

To view the original article, visit MarTech Series.

The post Viant’s Adelphic Launches Programmatic Digital OOH Ad Buying, Extending Cross-Channel Breadth and Capability appeared first on Adelphic.

Adelphic, a Viant® people-based, self-service platform for cross-channel programmatic advertising, announced today the addition of digital out-of-home (DOOH) inventory to its platform. This all-new offering enables advertisers to access Adelphic’s digital out-of-home inventory via Rubicon Project’s Private Marketplace (PMP). Through partnerships with both Clear Channel Outdoor Americas, one of the world’s largest outdoor advertising companies, and Captivate, North America’s leading location-based digital video network, clients can purchase DOOH inventory including digital billboards, airports, office lobbies and elevators, at scale, seamlessly, within a PMP. In addition, the company announced that Enplay, the OOH agency within MDC Media Partners, has agreed to work with Adelphic to gain access to the inventory on behalf of its clients.

The addition of DOOH inventory to Adelphic’s people-based DSP, powered by Viant’s proprietary user and device graph, provides advertisers and brands with the ability to more efficiently buy programmatic inventory through a cross-channel approach. Now, ad buyers can utilize audience-driven insights for better targeting and analysis of campaign performance across the complex consumer journey.

“As the industry becomes increasingly automated, Adelphic is looking to lead the charge in cross-channel programmatic activation,” said Adelphic National Vice President, Jeremy Haft. “By including digital out-of-home inventory as part of our self-service programmatic ad buying capabilities, we are bringing the efficiency of programmatic to an advertising medium that was largely purchased manually.”

While tech-savvy marketers acknowledge the benefits of extending programmatic capabilities to DOOH, Adelphic is the only DSP providing OOH buyers with the ability to automatically convert traditional OOH metrics [events] into impressions within the platform, for improved cross-channel optimization and reporting. By standardizing the bidding measurement, Adelphic makes it easier for advertisers to buy premium inventory at scale and better understand performance results through more accurate measurement and reporting. By layering on location targeting to cross-channel advertising, marketers using Adelphic’s people-based platform have the ability to retarget people who work in office buildings while simultaneously reaching users across devices in a deterministic fashion, including mobile and desktop.

“Working with Adelphic aligns with our strategy to provide robust audience driven data and programmatic opportunities within mobile and OOH,” said Lauren Barbara, Managing Partner, Enplay, MDC Media Partners’ OOH Unit. “As we push to move the OOH industry forward, working with Adelphic to gain access to programmatic inventory helps drive greater returns for our clients wanting sought-after audience segments in physical locations with highly relevant custom messaging in real-time.”

The inclusion of a DOOH strategy enables advertisers to reach and impact their target audiences in real-world moments. Brand marketers value engaging consumers through these more traditional methods, and PricewaterhouseCoopers predicts that DOOH advertising revenues will overtake traditional OOH media spend in 2020 (growing at a rate of 15 percent year-over-year for the next four years).

To view the full article, visit MarTech Advisor.

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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.
But don’t think of what Time Inc. is building as a mini walled garden, said Viant CEO and co-founder Tim Vanderhook.

“Everyone wants the scale that Facebook and Google have, but they want it across the independent web of publishers out there,” he said. “The industry was hoping that AOL would deliver something like that, but it’s been some time since they were acquired by Verizon, and Time Inc. is stepping into that gap.”

The deal, as well as the integration between Viant and Adelphic, is expected to wrap up before the close of Q1.

AdExchanger caught up with Tim Vanderhook and his brother, Viant COO Chris Vanderhook, to talk about how Time Inc. might bring its ad tech vision to life.

AdExchanger: There are a lot of DSPs out there. Why buy Adelphic?
TIM VANDERHOOK: Adelphic reaches more than 1 billion devices a month and that, combined with Viant’s more than 1 billion opt-in users, is a potential industry opportunity.

Agencies have two really big needs today – a universal ID that works across devices and self-service programmatic capabilities. Viant brings the universal ID and Adelphic brings the self-service capabilities.

CHRIS VANDERHOOK: Adelphic also has a good engineering team born out of Quattro Wireless, which was bought by Apple and became iAd. They have the pedigree and they have the technology platform.

What exactly does it mean to be a people-based DSP?

TV: The largest DSPs in use today are desktop-first and built on cookies, which leads to commoditization and outdated technology. But when you have a mobile-first approach, there is the ability to do cross-device reach and frequency with opt-in registered user data on top. It’s accuracy with significant scale.

And beyond media execution comes measurement and the ability to measure digital’s impact on in-store sales, which represents 90% of revenue for many advertisers.

Is it really possible for Time Inc. to take on the walled gardens?

TV: “People-based” doesn’t have to mean “walled garden.”

CV: The majority of the money, especially for Facebook, is driven by people-based data. But if you look at Time Inc.’s Q3 earnings last year, digital ad revenue was up 63%, and Viant was a big driver of that growth. That is the value of people-based data.

But whether we’re the antithesis of walled gardens or not, marketers are looking for an alternative and they’re looking for self-serve. With Adelphic, that is what we can give them.

The narrative Time Inc. and Viant are weaving is around openness, but what makes you not just a mini walled garden yourself?

TV: Can you third-party ad serve into an environment and can you do your own measurement? If the answers are “no,” then you’re a walled garden, and other people just have to trust you because there’s no verification.

But we allow marketers and agencies to third-party ad serve into our environment and we allow them to run auditing and verification services on top of it. We’re not trying to disintermediate the market. We’re trying to enable an open web so that marketing can be tracked overall.

Why is self-serve so important to your buy-side partners?

TV: Self-serve capabilities are in extremely high demand within the advertising agencies specifically. It’s become so that the managed service layer is actually the ad agency itself sitting on top of the technology platforms that they’re utilizing for clients to execute in a people-based fashion.

To view this article in its entirety, visit AdExchanger.

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

Magazine publisher Time Inc. said it has agreed to acquire Adelphic Inc., an automated advertising buying platform.

The move is intended to offer marketers the ability to directly buy advertising that targets specific consumers.

Terms weren’t disclosed. The deal is expected to close in the first quarter.

Time Inc. said the ad tech firm will complement Viant, a data-driven marketing company it acquired last year that has a database of more than 1 billion registered users. Adelphic enables agencies and clients to buy advertising on their own, a self-service capability that Viant currently lacks.

Time Inc., which publishes Sports Illustrated, Fortune and People, completed its purchase of Viant Technology Inc. last March. At the time, the publisher said it would blend its content and subscriber data with Viant’s data on more than 1 billion registered users.

“This is the next piece of the puzzle that we’ve been putting together,” said Jen Wong, Time Inc.’s chief operating officer. “The forecasts show that a big chunk of the market is interested in transacting through automation. That’s particularly the case in mobile. This will allow us to do that.”

Ms.Wong described Viant as a managed service business that executes purchases on behalf of agencies and clients. Increasingly, agencies and clients want to execute those purchases themselves.

Adelphic, she said, has that self-service capability. “We’ll be able to put Viant’s data layer on top of Adelphic, enabling agencies to access that audience through self-service,” she said.

Michael Collins, chief executive of Adelphic, based in Waltham, Mass., said the combination of Viant’s audience data with Adelphic’s automated buying should provide greater value to clients. “Their data and premium content together with our automated buying technology will be a very powerful combination,” he said.

Time Inc. earlier this month revamped its ad sales workforce and said it would focus even more heavily on category selling.

The pending purchase comes at a time when Time Inc.’s future as a standalone company is in question, amid continuing pressures on its print advertising and newsstand revenue. Time Inc. hired investment banks last December to help review its strategic options after turning away two acquisition overtures led by media investors that included Edgar Bronfman Jr.

To view this article in its entirety, visit The Wall Street Journal.

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