Viant: ‘People-Based’ Doesn’t Have To Mean ‘Walled Garden’

January 24, 2017 in News

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TV: The largest DSPs in use today are desktop-first and built on cookies, which leads to commoditization and outdated technology.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.

The post Viant: ‘People-Based’ Doesn’t Have To Mean ‘Walled Garden’ appeared first on Adelphic.

Viant to Acquire Automated Ad Buying Platform Adelphic Inc.

January 23, 2017 in News

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.


The post Viant to Acquire Automated Ad Buying Platform Adelphic Inc. appeared first on Adelphic.

Marketing-Mix Modeling: A Road of Missed Opportunity for Brands

January 20, 2017 in News

Adelphic’s CEO, Michael Collins, lends his perspective on Marketing-Mix Modeling in a cross-screen and cross-channel world.

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

In case you haven’t, MMM is the well-used planning tool that helps brands determine where ad spend should be appropriated for campaigns. For many marketers, it is the center of their media planning process. However, this singular michael low reschannel-focused tool misses a profound amount of marketing opportunity and holistic insights into audience and ad campaign reach.

It is an understatement to say that audiences are fragmented more than ever before. Further complicating the job of media planners, audiences are also increasingly spreading their time between multiple channels. Originally conceived as a planning tool during the days when television dominated, MMM provides advertisers with generalized statistics based on national or regional time series data. At its inception, this was an effective tool before audiences became so fragmented.

What MMM fails to provide is a true holistic view of consumers based on their behaviors across multiple channels and screens. It also cannot give marketers the ability to plan for a seamless, sequenced dialogue with individual consumers across multiple screens. It is also not effective in leveraging the stream of real-time consumer insights that marketers now receive from newer, interactive channels.

Consumers are, by nature, multichannel and they consume content through multiple screens every day. Marketers need to better align their consumer engagement efforts with this multichannel behavior. When done successfully, this realignment allows for more effective ad spend, as placement decisions can be made in real time based on each consumer’s prior engagement with a brand.

For instance, if a brand successfully engages a consumer with an upper-funnel message in one channel, it would be inefficient to serve another upper-funnel message to the same consumer on another channel. Armed with the insight that the consumer is already engaged, a mid- or lower-funnel message would be better use of budget.

Different channels also provide different benefits for brands. For example, mobile is a very strong channel for engagement, with an average of 0.5% click-through rates, but it is not as strong as other channels on conversion. Conversely, desktop is strong on conversion rates, but weaker for engagement, with an average of 0.1% click-through rates. So, initially engaging a consumer in mobile and then driving that same consumer to conversion in desktop will likely drive a higher ROI than conducting both activities in the same channel.

Making decisions in real time based on cross-channel data and engagement will significantly improve advertising ROI. The most innovated and forwarding-thinking brands are moving to this audience-centric approach to campaign planning and execution. As more brands move in this direction, the legacy of MMM and planning based on television will be replaced and the age of digital advertising will finally have arrived.

The industry continues to evolve the solutions that will ultimately take the place of MMM. In the interim, marketers should focus on a few things: Plan for audience, not channels, sites or apps; build holistic, multichannel consumer profiles — and make them actionable in real time.

And, finally, brands need to test and trial cross-channel solutions that will help set the standards for measurement and attribution that we will need for the future.

To view this article in its entirety, visit AdExchanger.

The post Marketing-Mix Modeling: A Road of Missed Opportunity for Brands appeared first on Adelphic.

Adelphic Partners With Integral Ad Science On Pre-Bid Targeting For Cross-Channel Campaigns

November 14, 2016 in News

Mobile and cross-channel demand-side platform (DSP) Adelphic on Monday 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. IAS is a provider of  verification, optimization, and analytics solutions.

Ad buyers have increasingly demanded third-party verification to ensure transparency, since verified delivery of high-quality ad impressions is important to advertisers. “The combination of IAS’ pre-bid verificaMedia Post Logotion with Adelphic’s cross-channel media platform allows for quality and transparency controls before an impression is even delivered to any audience across any device,” Gina Kim, head of partnerships of Adelphic, told Real-Time Daily via email. “The partnership will offer a check earlier in the programmatic workflow to prevent questionable impressions and will assure brands that their messages are being seen by the right audiences.”

Verification features from IAS that are available through the Adelphic platform are for display, video, and mobile in-app advertising inventory. For display, features include viewability, fraud, brand safety, and ad quality. For video, the platform will offer ad fraud and brand safety capabilities, and for mobile, it will offer brand safety.

The industry has made transparency through viewability and fraud protection solutions a priority, Kim said. Integrating the IAS solutions into its platform will enable Adelphic customers to target before their campaign runs. It aims to improve ROI and ensures ads are being placed precisely where, when, and how they’re supposed to appear.

To view this article in its entirety, visit MediaPost.

The post Adelphic Partners With Integral Ad Science On Pre-Bid Targeting For Cross-Channel Campaigns appeared first on Adelphic.

The Quest For Scale Is Ruining The Digital Ad Industry

October 27, 2016 in News

Adelphic’s VP of Product, Yael Avidan, lends her perspective on audience and scale in the digital ad industry.  

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

Audience targeting is great, but ultimately, advertising’s main draw is reaching large-scale audiences. Although it reflects the return on investment, that marker can miss the point and may end up stifling the digital ad world’s growth.

We live in a time where consumer experience is fragmented more than ever across devices, channels and experiences. Yet, advertisers want yael-avidan“shortcuts” and are driving media companies and ad tech vendors to provide them with scale – even when that scale doesn’t exist.

This results in three core issues I see threatening the growth and sustainability of the digital ad world. First, the quest for scale reduces the value of smaller yet engaged audiences. As a result, many smaller publishers are having a hard time competing and struggle to maintain their revenue bases.

Second, advertisers’ willingness to pay for scale has unsurprisingly driven the emergence of bots and traffic drivers that step in and “supply” this demand. This, in turn, created a massive distrust of advertisers in the ecosystem and is one of the key problems that holds back the shift of more TV dollars to online.

Last but definitely not least, in a market that values scale above all, a handful of large publishers are capturing the majority of advertisers’ attention and spend at the expense of the rest of the market.

The quest for scale has taken the digital ad industry out of balance and created an industry where only a few win and many lose. Is there a path forward or a way out of this?

Cross-Device Solutions Can Help Pool Audiences Together

In a messy digital world of multiple devices, channels and experiences where individuals switch between several cookies and mobile device identifiers, it is challenging to identify an advertiser’s desired target audiences in a consistent way. But cross-device capabilities can enable advertisers to pool the open web and find their target audiences in a more accurate way.

Go Real And A Bit Smaller 

Marketers can find the audiences they really want, but they need to be prepared for real-world scale. When they target people, not proxies, their accuracy is higher so scale is smaller. In this much more accurate world, where they’re reaching actual people, they can better manage that performance or precision via frequency capping, sequencing and other tactics.

Spread The Wealth

Consumers travel between their devices with the greatest of ease, yet marketers still struggle across channels and with weaving in and out of walled gardens. Open web for desktop and walled gardens for mobile still do not reach some of the audiences that brands seek. Marketers must keep their minds open and trial new solutions to evolve their media mix.

To view this article in its entirety, visit AdExchanger.

The post The Quest For Scale Is Ruining The Digital Ad Industry appeared first on Adelphic.

Adelphic & PushSpring Launch ‘Mobile to Mobile” Partnership, Offering Access To App Data

September 12, 2016 in News

Adelphic, a mobile and cross-channel demand side platform (DSP), on Monday announced a partnership with PushSpring, an app-based mobile audience platform, to offer ad buyers the ability to target audience segments with attributes adelphic-pushspringincluding app ownership, personas, and demographic targets. The partnership will use PushSpring’s proprietary mobile app audience data to implement targeted mobile and cross-channel ad campaigns at scale using  the Adelphic platform.

Through the PushSpring Audience Console marketers and agencies have the ability to create custom segments or access pre-built segments, export audiences for activation, and upload them for analysis, expanding the scope of Adelphic’s data offering to cover both mobile Web and in-app insights. The deterministically sourced and verified device-level data contains more than 180 million unique device IDs which can be used in conjunction with Adelphic’s recently-launched Behavior Graph to deliver targeted ads across mobile and desktop.

“Extending PushSpring’s mobile app data cross-channel, as ad buying moves from a screen-specific to a more audience-based approach, ensures that our clients have the data they need to achieve their advertising goals,” stated Gina Kim, head of partnerships for Adelphic.

To view this article in its entirety, visit MediaPost.

The post Adelphic & PushSpring Launch ‘Mobile to Mobile” Partnership, Offering Access To App Data appeared first on Adelphic.

Adelphic and Grapeshot Announce Turnkey Integration for Precision Live Audience Targeting and Brand Safety

August 25, 2016 in News

First Application of Grapeshot’s Keyword-Driven Targeting and Brand Safety Tools on a Mobile First Platform.

WALTHAM, MASS – August 25, 2016 – Adelphic, the leading mobile and cross-channel demand side platform (DSP), and Grapeshot, the advanced keyword technology provider, today announced that ad buyers can now leverage Live Audience, Grapeshot’s pre-bid keyword targeting solution, via Adelphic’s mobile-first programmatic media solution, to reach live audiences consuming relevant, brand-safe content. This integration is the first time Grapeshot’s technology is being made available in a mobile first application, working seamlessly with Adelphic’s Behavior Graph™ to allow brand safety controls and contextual targeting for marketers wherever they engage their users.

Through this integration, Grapeshot’s algorithm, which quickly interprets and categorizes the content audiences are consuming on individual mobile webpages and apps, will work seamlessly within the Adelphic platform, ensuring ads adelphic-grapeshotare displayed alongside content that is contextually relevant and brand safe across 29 languages. This level of precision helps improve targeting, reduce waste and increases returns, globally. Brand and agency ad buyers can create custom audience segments for individualized targeting or select Grapeshot’s standard audience segments for universal applications. These segments can be seamlessly included or excluded in the Forecasting and Targeting products on Adelphic’s platform. For increased brand safety, ad buyers can overlay Grapeshot’s Whitelist or PG Rated standard safety targeting to ensure campaigns run on safe inventory.

“Consumers are turning to ad blocking as a reaction to unwelcome advertising. However, with better audience targeting and more considerate creative, more advertising should be welcomed. This is why we’re delighted to bring our keyword targeting capability to the Adelphic platform to improve the campaign performance and the return on advertisers spend,” said John Snyder, CEO and Founder of Grapeshot. “ Our partnership with Adelphic enables real-time evaluation of mobile web or in-app data at scale, eliminating the need for site lists, and providing contextual reach with vertical-specific keywords and phrases. “

“Quality is top-of-mind for every programmatic ad buyer, and when we talk to clients, our conversations uncover two questions: Will the correct audience see my ads and will my ads run in brand-safe environments,” said Gina Kim, head of partnerships for Adelphic. “Grapeshot’s technology provides our programmatic audience buying platform a protective guardrail as well as keyword-based advertising that targets live users based on context. Grapeshot empowers our clients to shift budgets with the assurance that their ads are served on relevant content and on sites that are appropriate for the brand.”

About Grapeshot

Grapeshot is a global privately-owned keyword data provider that provides data to help brands, agencies, trading desks and publishers navigate advertising choice. Grapeshot builds connections for clients and partners using our page crawling algorithm, providing audience and keyword targeting and analytics solutions in open and private programmatic environments. Grapeshot’s core technology and product suite offers a fully customizable, transparent and scalable solution, giving our clients simple, integrated control over brand safe targeting. Grapeshot is integrated with all major programmatic trading marketplaces including AppNexus, MediaMath, Turn, The Trade Desk, AdForm, iPinYou and AOL. Grapeshot receives over 3M QPS, 3T classifications per month, recognizing 100+ languages and deploying standard segments in 30+ languages. Grapeshot has offices in Cambridge, London, New York, Chicago, San Francisco, Singapore and Sydney.

About Adelphic

Adelphic is the leading mobile and cross-channel demand side platform. Adelphic provides an enterprise-ready software solution for agencies, brands and other large media buyers to make meaningful engagements with consumers on the move. The company’s platform is fully RTB-enabled and delivers global scale through access to all leading inventory providers. Adelphic’s patented technology overcomes the limitations of user identification in mobile and across networked devices, yielding rich, nuanced portraits of real consumers. Founded in 2011, Adelphic is funded by Matrix Partners, Blue Chip Venture Company and Google Ventures. For more information, visit

The post Adelphic and Grapeshot Announce Turnkey Integration for Precision Live Audience Targeting and Brand Safety appeared first on Adelphic.