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.

Adelphic Launches Innovative Subscription Pricing

November 7, 2018 in Press Releases

SaaS model saves marketers up to 80 percent in DSP fees and offers greater transparency into media and technology costs

— Adelphic, Viant’s people-based, self-service platform for cross-channel programmatic advertising, today announced it will now offer a subscription-based pricing model for clients using its DSP. The new model can significantly reduce technology costs and offers an unprecedented level of transparency into media, tech and data costs. Advertisers and agencies can now license Adelphic as a software as a service (SaaS) platform with a flat subscription fee, paying a set technology cost independent of media spend. Additionally, through a direct billing structure, clients can be billed by the exchanges, SSPs and publishers directly, eliminating any intermediation and providing clearer insights into inventory costs.

In a digital ad market where advertisers are calling for greater transparency, Adelphic’s new subscription model provides advertisers and agencies with more control, transparency and freedom in how their ad spend is utilized. Marketers utilizing the Adelphic low monthly DSP subscription fee will see significant cost savings that can be reinvested in working media. Advertisers and agencies currently using Adelphic’s subscription-based model are reducing their DSPs fees by as much as 80 percent, compared to percent of spend pricing models utilized today.

“With the large number of technology and programmatic fees that exist today, advertisers are seeing more than 50 cents out of every dollar going towards something other than media,” said Tim Vanderhook, CEO of Viant, Adelphic’s parent company. “Adelphic’s new subscription model is structured to make media spend work harder, and give advertisers greater control and transparency over their media investments.”

Adelphic Subscription reduces technology costs, provides economies for scaled spending and offers clients consistency and reliability, furthering Adelphic’s goal to create a better experience and offer greater control over campaign performance for its DSP customers. This puts more of the advertisers’ budget directly into working media and reduces the “technology tax” burden.

ABOUT ADELPHIC

Adelphic is a leading SaaS-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 adelphic.com.

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 visit www.viantinc.com.

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

Viant’s Adelphic Partners with DoubleVerify, Adding Pre-bid Viewability and Brand Safety Targeting To Its Cross-Channel Platform

November 28, 2017 in Press Releases

Addition of DoubleVerify Provides Clients With Enhanced Measurement Capabilities, and Management of Non Human Traffic

(Waltham, MA, November 28, 2017) — Adelphic, a self-service platform for cross-channel programmatic advertising, today announced the addition of pre-bid viewability and brand safety targeting to its platform from DoubleVerify, a leading independent provider of digital media quality solutions. The offering is available omni-channel across all of Adelphic’s 25+ supply partners, allowing marketers to reach audiences via video, display and native on both mobile and desktop.

DoubleVerify’s pre-bid targeting capabilities also provide Adelphic’s clients with additional tools to measure viewability rate and determine whether or not content is brand safe across display and video on mobile and desktop. DoubleVerify’s enhanced Fraud/SIVT detection tools will also enable Adelphic to track and prevent non-human traffic (NHT) across mobile and desktop.

“The addition of DoubleVerify to our platform reflects our continued investment in technology that streamlines pre-bid targeting through real-time evaluation of web and app data based on factors including viewability, brand safety, ad fraud, traffic ad quality, context and player size,” said Jeremy Haft, National Vice President at Adelphic. “With DoubleVerify’s granular pre-bid tools integrated into our people-based DSP, Adelphic is optimizing cross-channel and cross-device client campaigns, ensuring they can reach the right audiences while running on brand-safe inventory.”

Adelphic’s integration with DoubleVerify’s pre-bid viewability tools enables clients to target the right audiences before they start a campaign, rather than relying on post-campaign metrics to understand what was viewable. With 48% of programmatic display impressions not viewable, according to DoubleVerify, enhanced targeting and measurement capabilities are becoming critical for brands looking to optimize their media spend while running campaigns in brand safe environments.

“DoubleVerify is committed to bringing transparency to the market so advertisers can have the confidence that their investment was viewable and fraud-free,” said Steve Woolway, SVP Business Development at DoubleVerify. “This partnership with Adelphic highlights DV’s strength and innovation in mobile app measurement and targeting.”

 

ABOUT ADELPHIC

Adelphic is a leading people-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 and formats. 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 Time Inc. (NYSE:TIME). For more information, visit www.adelphic.com.

 

ABOUT DOUBLEVERIFY

DV is the leading provider of marketing measurement software, data and analytics that authenticates the quality and effectiveness of digital media for the world’s largest brands and media platforms. DV provides media transparency and accountability to deliver the highest level advertising performance. Since 2008, DV has helped Fortune 500 companies gain the most from their media spend by delivering best in class solutions across the digital ecosystem that help build a better industry. Learn more at doubleverify.com.

 

 

Out-Of-Home Ads Go Programmatic With New Pact

October 4, 2017 in Press Releases

Adelphic, part of the Time Inc. ad-tech unit Viant, said Wednesday that its digital out-of-home ad inventory is now available through Rubicon Project’s private marketplace.

The partnership makes Clear Channel Outdoor Americas digital inventory, as well as Captivate’s network of screens in elevators and elsewhere, available for marketers to purchase through automated means.

That matters because marketers are increasingly looking to allocate their budgets through tech designed to drive down prices and enable quick moves. Despite a batch of significant problems with such programmatic tech, any ad medium that’s not at least available that way faces a headwind that it once did not. So the out-of-home industry has been edging in this direction for a while.

“Successful out-of-home is about using the environment around you,” says Lauren Barbara, managing partner at Enplay, MDC Media Partners’ out-of-home unit, which has begun buying Viant inventory through the arrangement. “We recently worked with Timberland to stylize artwork in real time so that the creative was triggered to change based on the weather.”

“What makes digital out-of-home so unique and effective is that it quite literally combines the digital and real world,” she adds.

Despite the rise of mobile devices that reach consumers outside the home throughout the day, sign-based out-of-home advertising has proven to be an effective medium when approached correctly. Last year, the Outdoor Advertising Association of America won attention during Advertising Week by promoting the effectiveness of out-of-home ads with its “Feel the Real” campaign. It included ads on everything from screens in Time Square to good ol’ fashioned trucks that drove around with signage reading, “This Ad Is Real” — a clear shot at the ever growing problem that is ad fraud.

Adelphic says it will use the information that Viant, current owner of Myspace, has on consumers and their devices to help marketers better target their buys.

“Digital out-of-home is one of the fastest growing markets in the industry right now, and along with Rubicon we’re one of the first to make this inventory available to advertisers programmatically,” says Jeremy Haft, a VP at Adelphic.

The Outdoor Advertising Association of America says out-of-home ad revenue will total $29 billion in the U.S. this year, with revenue expected to grow by 3 percent annually until 2021.

To view the full article, visit AdAge.

The post Out-Of-Home Ads Go Programmatic With New Pact appeared first on Adelphic.

Viant’s Adelphic Launches Programmatic Digital Out-Of-Home Ad Buying, Extending Cross-Channel Breadth and Capability

October 4, 2017 in Press Releases

Enplay, MDC Media Partners OOH Unit, Signs On As Launch Partner

(WALTHAM, Mass., – October 4, 2017) — 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 & 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).

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

For more on the Adelphic offering, please contact us at adelphic@sparkpr.com.

 

ABOUT ADELPHIC

Adelphic is a leading people-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 Time Inc. For more information, visit adelphic.com.

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 1 billion registered users, one of the largest registered user databases in the world, infusing accuracy, reach, and accountability into cross device advertising. Founded in 1999, Viant owns and operates Adelphic and Myspace and is a member of the Xumo joint venture. In 2016, Viant became a subsidiary of Time Inc. (NYSE:TIME), one of the world’s leading media companies with a portfolio of influential brands including People, Sports Illustrated, Fortune and Time.

ABOUT ENPLAY

Enplay is a full-service out-of-home (OOH) agency and stand-alone unit within MDC Media Partners. Our vision is to embrace technology and digitization within the OOH space to provide a modern approach and service capability that will drive greater success for clients who rely on OOH’s impact for their brands. Enplay is committed to infusing data into OOH’s already inherent creativity to provide a more powerful medium with more quantifiable ROI.  We do this by employing data measurement capabilities that provide advertisers access to demographics, vehicle details and geo-targeted information. Enplay is based within MDC Media Partners headquarters in New York.

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