Adelphic continues to expand reach and add features across its digital out-of-home offering with new formats and foot traffic attribution capabilities
Irvine, CA, December 6, 2018 —Adelphic®, a Viant subscription-based self-service platform for cross-channel programmatic advertising, today announced the addition of digital out-of-home (DOOH) inventory from Rubicon Project’s private marketplace (PMP), further establishing Adelphic® as the leading DSP with the most DOOH inventory integrations in the industry.
Advertisers can now access DOOH inventory in multiple formats and locations from Adelphic’s newest DOOH partner Broadsign, available alongside our existing partners Clear Channel Outdoor, Captivate and Zoom, all available through Rubicon Project’s PMP. Inventory includes digital billboards, roadside spectaculars, shopping malls, elevators, business lobbies and more. Adelphic® can now also measure foot traffic attribution and the impact of DOOH on in-store visitation through a deeper partnership with location intelligence and measurement partners.
“Digital out-of-home spending is projected to reach $7.4 billion this year, and marketers need the right technology to enable efficient OOH buying and ability to align with the broader digital marketing plan. As part of our mission to provide premium supply to all buyers, we’re excited to partner with Adelphic® as they expand to have the most DOOH integrations of any DSP in the market,” said Adam Soroca, head of global buyer team at Rubicon Project.
In addition, Adelphic® provides data that can measure the impact that DOOH and cross-device exposure have on in-store and online conversions. Brands and advertisers now have the opportunity to amplify their messaging across personal devices to make a stronger impact on consumers. Using location data linked to DOOH screens, marketers can leverage the Adelphic® platform to reach people exposed to an outdoor ad and retarget them on their mobile devices in real time for optimal brand storytelling.
“With the addition of diverse DOOH inventory formats from Broadsign and foot traffic attribution insights, Adelphic’s self-service platform is leading the way in bringing cross-channel programmatic ad-buying capabilities to physical locations,” said Jon Schulz, CMO of Viant, Adelphic’s parent company. “DOOH foot traffic attribution provides insight into effectiveness of DOOH media, truly tied to the customer journey. With insight on which ads resonate with consumers away from their homes and the ability to quickly communicate on their personal devices, marketers can find more creative ways to connect with their audiences.”
For marketers seeking to more accurately measure DOOH reach and viewership, Adelphic® is integrated with Rubicon Project Impression Multiplier, which converts digital impressions based on expected numbers of viewers.
Adelphic® is a leading subscription-based cross-channel demand-side platform. Adelphic® provides an enterprise-ready self-service software solution for agencies, brands and other large media buyers to make meaningful engagements with consumers across all devices, formats and channels. 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. Adelphic® is owned by Viant, a subsidiary of Meredith Corporation. For more information, visit www.adelphic.com.
Viant Technology LLC (“Viant”) is a premier people-based advertising technology company, enabling marketers to plan, execute and measure their digital media investments through a cloud-based platform. Built on a foundation of people instead of cookies, the Viant ® Advertising Cloud provides marketers with access to over 250 million registered users in the U.S., infusing accuracy, reach and accountability into cross-device advertising. Founded in 1999, Viant owns and operates Adelphic® and is a member of the Xumo LLC joint venture. In February 2018, Meredith Corporation (NYSE: MDP) acquired Viant’s parent company Time Inc. and all its subsidiary companies, creating a cross-channel ecosystem of nearly 175 million unduplicated American consumers every month, including 85 percent of U.S. Millennial women. Viant is a 2018 Inc. Magazine Best Workplaces award winner. For more information, please visit www.viantinc.com.