Adelphic Report: Are Programmatic Traders Set Up for Success?

November 7, 2019 in Press Releases

New Programmatic Report Shows Trader Opinions and Challenges, Coincides With National Programmatic Advertising Day

Adelphic®, a Viant® subscription-based self-service platform for cross-channel programmatic advertising, today announced the release of “Programmatic Advertising in the Trenches: A Survey of Programmatic Traders’ Top Challenges and Opportunities,” an industry report showcasing programmatic traders’ opinions, beliefs and top challenges. The report also details how today’s digital media demands impact programmatic traders.

The report is based on a survey of 250 programmatic traders in the United States, who work at advertising agencies or brands.

Key findings include:

●  Traders believe cost savings is the No. 1 motivator for brands who bring their programmatic media buying in-house.

●  More than 93% of traders believe machine learning and AI increase their campaign efficiency and performance.

●  Traders at agencies are 21.5% more likely than traders in-house at brands to report that they definitely have all the necessary resources to execute their campaigns successfully.

●  The future looks bright for today’s programmatic traders, as more than 97% of them see opportunity for career advancement.

●  98% of traders believe deterministic (first-party) data is a better alternative than cookies.

“Programmatic traders are the backbone of the $100 billion digital advertising, and this report brings to light key insights associated with their roles,” said Jon Schulz, CMO at Viant. “We hope the findings benefit the traders with boots on the ground, and the organizations they represent.”

The “Programmatic Advertising in the Trenches” report comes off the heels of Adelphic’s launch of the first annual National Programmatic Advertising Day. This nationally registered day occurs each year on Nov. 7 and aims to recognize the tireless efforts made by programmatic traders in the digital media ecosystem. To showcase the company’s support for National Programmatic Advertising Day, Adelphic is hosting an invite-only Programmatic Advertising Summit in Chicago, on Nov. 7. The summit will include thought-provoking content from industry leaders including Cadreon, Spark, Havas, Starcom, Xaxis and others. There will be informative sessions around best practices, strategies, tactics and industry trends along with an executive panel discussion entitled 2020 Trends in Programmatic.

“Making a meaningful difference is at the core of our company culture – not just for our clients, but for people we work with. Employee appreciation is important to this and programmatic traders deserve to be recognized for their hard work and the meaningful impact that they have on client campaigns,” said Kat Evans, VP Programmatic Trading at Havas. “Programmatic media buying requires an incredible amount of technical expertise and strategic thinking to run an effective campaign. Without traders this work just wouldn’t be possible.”

For programmatic traders and marketers that are unable to attend Adelphic’s Chicago Summit but want to learn more, they can also join the Programmatic Fees: Understanding the ‘Ad Tech Tax’ and Advertisers’ Approach to the Programmatic Display Stack live webinar hosted by eMarketer and Adelphic on Nov. 7 at 2:00 p.m. EST.

To download the report, visit here.

About Adelphic

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.

About Viant

Viant is a leading advertising technology company enabling ad buyers to plan, create, execute and measure their digital advertising investments through a cloud-based platform. Through its self-service platform, Adelphic, marketers have access to over 12,000 audience attributes from the leading 50 data companies and the ability to purchase advertising across desktop, mobile, CTV, and Digital Out-of-Home devices. Founded in 1999, Viant is a 2018 Inc. Magazine Best Workplaces award winner.

Viant Co-Founders Acquire Meredith Corporation’s 60% Stake in Company

November 4, 2019 in Press Releases
20th Anniversary Marks Record Revenue Year Fueled by 50% Growth

Viant, a leading advertising technology company, announced today it has completed a company buyout and that the Viant co-founders, Tim and Chris Vanderhook, are taking back control of the ad tech company from Meredith Corporation.

The transaction includes the 60% of Viant that Meredith Corporation acquired via the Time Inc. acquisition in January 2018. In addition, both companies agreed to extend their long-standing commercial data agreement.

“We are pleased to find a great outcome for what is a very strong ad tech business,” said Meredith Chief Development Officer John Zieser. “Viant will remain an on-going data partner as we continue to partner on value-creating opportunities.”

Meredith acquired the ownership interest in Viant as part of its January 2018 acquisition of Time Inc. Meredith has since sold a number of assets including TIME, FORTUNE and Sports Illustrated brands, in addition to some international holdings.

“We want to thank Meredith for their stewardship and on-going data partnership,” said Viant CEO and Co-Founder Tim Vanderhook. “Our new independence will allow us to further expand our identity resolution capabilities by creating additional partnerships similar to what we’ve accomplished with Meredith.  Our current momentum speaks volumes for our outstanding team and the incredible opportunity that exists in this industry.”

Financial terms are not being disclosed.

ABOUT VIANT
Viant is a leading advertising technology company enabling ad buyers to plan, create, execute and measure their digital advertising investments through a cloud-based platform. Through its self-service platform, Adelphic, marketers have access to over 12,000 audience attributes from the leading 50 data companies and the ability to purchase advertising across desktop, mobile, CTV, and Digital Out-of-Home devices. Founded in 1999, Viant is a 2018 Inc. Magazine Best Workplaces award winner.

Vistar Media Opens Programmatic Ecosystem Through Partnerships with Adelphic, Amobee, MediaMath and Verizon Media

October 9, 2019 in Press Releases

Vistar Media, the global leader in programmatic technology for digital out-of-home (OOH), today announced an expansion of the programmatic OOH ecosystem through partnerships with the world’s leading omnichannel demand-side platforms (DSPs).

Adelphic, Amobee, MediaMath and Verizon Media are all integrating with the Vistar supply-side platform (SSP) following openRTB standards, with further DSP integrations to come in early 2020. These partnerships enable digital out-of-home to truly integrate into omnichannel marketing strategies with seamless activation through the world’s largest digital platforms.

“The value of OOH as an advertising medium is proven, and the ability to fully integrate OOH into omnichannel strategies will provide tremendous value to our brands,” said Mike Fisher, Vice President, Advanced TV and Video at MediaMath. “Vistar’s technical expertise and direct inventory access enables us to streamline the historically complicated buying process for this channel and seamlessly extend our clients’ campaigns into OOH.”

“Amobee’s pursuit of best-in-class cross-screen advertising solutions for today’s data-driven marketers includes programmatic out-of-home as part of a holistic media plan,” says Bryan Everett, Senior Vice President of Business Development at Amobee. “Our partnership with Vistar provides our clients with access to a unique combination of high-impact inventory with cutting-edge technology.”

“Our integration with Vistar extends our access to premium out-of-home media owners through reliable technology and a transparent supply chain, furthering our commitment to omnichannel advertising,” said Robby Barnett, Director of Media Strategy & Investment at Viant, Adelphic’s parent company. “We are excited to add Vistar to our out-of-home of offering so our clients can further engage consumers intelligently across all media channels.”

The Vistar SSP is directly integrated with more than 70 media owners globally, providing direct, efficient and large-scale inventory access through a clean supply chain. Built specifically for the requirements of out-of-home media, Vistar provides a streamlined creative workflow to support the speed, automation and approval controls required for programmatic out-of-home activation. DSP partners gain the tools to seamlessly reach their desired audiences across unique OOH media, and measure the real-world impact of campaigns. Adding these partners alongside the widely adopted Vistar DSP will create the largest single source for ad spend in programmatic out-of-home.

“I’m very excited about where the out-of-home industry stands today, as innovation and technology fuel growth and renewed interest from advertisers,” said Ian Dallimore, Head of Digital Growth, Lamar. “As one of our preferred programmatic partners, we’re thrilled to see Vistar continue to bring new buyers into the out-of-home marketplace.”

“We want to fuel the growth of out-of-home as an entire industry, and we believe that an open programmatic ecosystem is the best way to accelerate that growth,” said Michael Provenzano, CEO and co-founder of Vistar Media. “We’ve invested in building these integrations in a way that protects the unique value of the OOH medium while also enabling seamless connection to the full data-driven, omnichannel marketing landscape.”

About Vistar Media

Vistar Media is a geospatial technology company bridging the space between advertising ecosystems and consumer movement patterns. Founded in 2012, Vistar created the first and only universal marketplace for out-of-home media, building a programmatic platform that has been widely adopted by buyers and sellers. Vistar provides marketers with unprecedented access to consumers at the right place and right time, through a data agnostic system for analyzing consumer movement patterns and activating cross-screen mobile and out-of-home media. For more information, visit www.vistarmedia.com.

Adelphic Launches Inaugural National Programmatic Advertising Day, Hosts Programmatic Advertising Summit

September 19, 2019 in Press Releases

Adelphic®, a Viant subscription-based self-service platform for cross-channel programmatic advertising, today announced the launch of the first annual National Programmatic Advertising Day. This nationally registered day occurs each year on Nov. 7 and aims to recognize the tireless efforts and advances made by programmatic traders in the digital media ecosystem.

As part of the celebration, Adelphic encourages organizations to use #ProgAdDay on social media and share photos of their programmatic teams and mention why they appreciate them. We hope all advertising agencies and trading desks take part in the celebratory day, along with brands who have programmatic teams in-house, by encouraging team outings, creating a trader/campaign of the month award, or just by finding special ways of saying thanks.

“Programmatic traders are truly the backbone of the $100 billion digital advertising, and they often don’t get the recognition they deserve,” said, Jon Schulz, CMO at Viant. “We’re proposing that this day serves as an opportunity to appreciate those individuals who really help shape the online advertising experience.”

To showcase the company’s support for National Programmatic Advertising Day, Adelphic will be hosting a series of regional events across the country, culminating in an invite-only Programmatic Advertising Summit in Chicago, on Nov. 7. The summit will include thought-provoking content led by industry leaders from Cadreon, Spark, Havas, and others. There will be informative sessions around best practices, strategies, tactics, and industry trends along with an executive panel discussion on the Future of Programmatic Advertising.

For programmatic traders and marketers that are unable to attend but want to learn more, they can also join the Future of Programmatic Advertising live webinar hosted by eMarketer and Adelphic on Nov. 7 at 2:00 p.m. EST. The webinar will coincide with the release of Adelphic’s upcoming Trends in Programmatic Advertising Research Report, which will investigate programmatic traders’ insights and perspectives on:

○      What resources are needed to succeed

○      Fraud and viewability protection

○      Preferred ad verification partners

○      The impact of AI and machine learning on campaign efficiency

“Impactful advertising is about more than just serving the right impression to the right user,” says Alex Perrin, VP Programmatic Strategy at Adelphic. “The best digital advertising campaigns are supported by programmatic trading teams constantly pushing to meet and exceed campaign goals, and who overcome substantial technical challenges. For National Programmatic Advertising Day, we would like to thank our traders for their hard work and dedication.”

For more information on the Programmatic Advertising Summit or webinar, please contact Daniella Krieger, VP of Marketing for Viant at dkrieger@viantinc.com.

To learn more about National Programmatic Advertising Day, visit: https://www.nationaldayarchives.com/day/national-programmatic-advertising-day

About Adelphic

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.

About Viant

Viant Technology LLC 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 joint venture. In February 2018, Meredith Corporation (NYSE: MDP) acquired Viant parent company Time Inc. (NYSE: TIME) and all its subsidiary companies, creating a cross-channel ecosystem of nearly 200 million unduplicated American consumers every month, including 85 percent of U.S. Millennial women. Viant is a 2018 Inc. Magazine Best Workplaces award winner.

Adelphic Announces Advanced Machine Learning Capabilities

June 11, 2019 in Press Releases

Adelphic®, a Viant subscription-based self-service platform for cross-channel programmatic advertising, today announced new viewability, fraud prediction and bid optimization capabilities powered by the platform’s advanced machine learning functionality. The new platform enhancements showcase the company’s commitment to delivering industry-leading solutions that strengthen campaign efforts and build confidence in performance.

“We’ve focused on applying our machine learning capabilities to increase the scale of our advertisers’ available inventory, substantially lower their likelihood of bidding on fraudulent inventory and reliably predict the minimum cost to win an impression while still meeting their KPIs,” said Fabrizio Blanco, CTO at Viant. “We’re excited to offer these new features as programmatic traders can benefit immensely from machine learning. Our clients can now find confidence that their campaigns are running on vetted inventory and that fraudulent scenarios are the lowest they’ve ever been.”

Adephic’s viewability prediction solution uses machine learning to identify highly viewable inventory. This is achieved as bid requests are scored and if the request meets the specified score requirement, Adelphic approves the inventory to be bid on. From there, the company’s machine learning moves forward to identify how much to bid for an individual impression. Advertisers and marketers experience cost saving and enhanced ROI on their campaign efforts.

Due to growing industry demand and expectations, Adelphic upleveled the platform to provide users with a scalable approach when identifying and filling highly viewable inventory. Not only is viewable inventory available at scale, users have the ability to move forward with ad delivery all within the platform. With this in mind, users experienced a 4X increase in viewable inventory when compared to leading industry benchmarks — and two-thirds of Adelphic campaigns have opted-in for this feature.

The fraud prediction solution is implemented on a platform-wide basis, automatically eliminating inventory with a high probability of being fraudulent. Viant’s Adelphic is looking to set the standard when it comes to minimizing fraud and maximizing return. Similar to the company’s viewability approach, machine learning analyzes inventory and develops a fraud prediction score, and if the likelihood of fraud passes the threshold, the company eliminates that bid opportunity. To date, the new fraud prediction functionality saved users almost 10 percent of their campaign budgets.

Lastly, Adelphic’s bid optimization capabilities enable advertisers to identify how much to bid for a particular ad placement to secure an impression. By predicting the minimum price to win an impression, Adelphic increases the cost savings in bid efficiency for advertisers while ensuring they obtain the maximum value for their dollar while still hitting their performance goals.

For more information, visit www.adelphic.com.

About Adelphic

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.

About Viant

Viant Technology LLC 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 joint venture. In February 2018, Meredith Corporation (NYSE: MDP) acquired Viant parent company Time Inc. (NYSE: TIME) and all its subsidiary companies, creating a cross-channel ecosystem of nearly 200 million unduplicated American consumers every month, including 85 percent of U.S. Millennial women. Viant is a 2018 Inc. Magazine Best Workplaces award winner.

Adelphic Announces New Programmatic Audio Inventory Integrations, Further Enhancing Omni-Channel DSP

February 12, 2019 in Press Releases

Irvine, CA, February 12, 2019 — Adelphic®, a Viant subscription-based self-service platform for cross-channel programmatic advertising, today announced an enhancement to programmatic audio inventory. Through the company’s strategic integration with Rubicon Project, advertisers and brands can buy and manage domestic and international premium digital audio advertising inventory including TuneIn, TargetSpot and others.

Adelphic’s clients can now access audio inventory from over 216 countries, generating billions of audio ad requests. Additionally, there are over 1,000 private audio marketplaces (PMPs) available, providing buyers flexible access to precision-targeted audiences at scale.

This announcement showcases Adelphic’s commitment to delivering a true omni-channel DSP. Additionally, the programmatic audio offering brings critical benefits including brand safe inventory, isolated experiences with a highly engaged audience and environments not impacted by ad blocking.

“Not only does programmatic audio round out advertisers’ larger omni-channel campaign efforts, but it brings needed innovation to a brand’s local and regional advertising efforts,” said Alex Perrin, vice president of programmatic strategy at Viant’s Adelphic. “Traditionally, marketers and advertisers relied on local radio and niche digital strategies; we’re excited to offer tools delivering highly personalized real-time targeting and bid management capabilities that are effective for any campaign.”

Now advertisers can make real-time targeting and bid management changes as they integrate audio into video and display campaigns. Adelphic also provides data that measures the impact programmatic audio 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 in real time for optimal brand storytelling.

“With significantly increased inventory and value, digital audio has quickly become a prime platform for reaching targeted, engaged audiences at scale, along with desktop, mobile and OTT,” said Nina Harvey, head of audio, at Rubicon Project. “The stage is set for what will be a big year for programmatic audio and Rubicon Project is well-positioned to help facilitate the needs of buyers and sellers alike. We are integrating with Viant’s Adelphic to provide access to an established marketplace for audio that gives brands the opportunity to buy targeted, quality audiences with transparency into inventory and pricing.”

To find out more about Adelphic’s programmatic audio capabilities, please contact info@adelphic.com.

ABOUT ADELPHIC

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.

ABOUT VIANT

Viant Technology LLC 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 joint venture. In February 2018, Meredith Corporation (NYSE: MDP) acquired Viant parent company Time Inc. (NYSE:TIME) and all its subsidiary companies, creating a cross-channel ecosystem of nearly 200 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 contact Daniella Krieger at dkrieger@adelphic.com.

Adelphic® Announces New Inventory Integrations, Becomes the Industry’s Leading Digital Out-of-Home Connected DSP

December 6, 2018 in Press Releases

Adelphic continues to expand reach and add features across its digital out-of-home offering with new formats and foot traffic attribution capabilities

—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.

ABOUT ADELPHIC

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.

ABOUT VIANT

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.

For more information, please visit https://www.viantinc.com or contact Viant@sparkpr.com.