Adelphic Adds Behavior-Centric Cross-Channel Solution To Its DSP

August 18, 2016 in Press Releases

Adelphic, the mobile and cross-device DSP, released on Wednesday a new cross-channel behavior-centric solution for its DSP. The new product, powered by “Behavior Graph,” is supported by Adelphic’s patented algorithm that tracks users across devices and measures various behaviors, learning from the data points over time.

Previously used to track users on mobile, Adelphic’s user-identification algorithm is now applicable across networked devices. “We’ve seen a shMedia Post Logoift from channel-centric marketing strategies to more of a behavior-centric cross-channel approach, but technologies haven’t caught up. Behavior Graph aims to tackle that movement in the digital marketing landscape,” said Michael Collins, CEO of Adelphic. Behavior Graph connects devices, while also aligning consumer behaviors with those devices.

The new behavioral data points are directly integrated into the existing user interface and are used for targeting across devices. “Tracking audiences across various devices allows behaviors on those channels to influence targeting strategy in an increasingly thorough fashion,” added Collins.

Making sure audience identifiers are accurate across devices is becoming increasingly important to cross-channel ad buys — Adelphic is focused on making sure those are correctly reported so that consumer behaviors can be accurately built in to marketing strategies. Behavior Graph tracks users on desktop, tablets, connected TV and mobile phones.

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Adelphic Launches First Behavior-Centric Cross-Channel Programmatic Ad Solution

August 17, 2016 in Press Releases

Behavior Graph™, integrated into demand-side platform, includes both cross-channel device and behavioral data for precision and performance

WALTHAM, MASS – August 17, 2016 – Adelphic, the leading mobile and cross-channel demand side platform (DSP), today unveiled the first behavior-centric cross-channel solution for ad buyers’ single or multi-channel campaigns. Integrated into Adelphic’s mobile-first DSP, the suite enables brand marketers and agency ad buyers to identify and engage consumers across channels through superior targeting and real-time decisioning, driving relevance, scale and performance.

At the heart of this cross-channel solution is Adelphic’s Behavior Graph™, which provides insights not only into a consumer’s multiple devices, but also into behaviors in the channels where the devices are used, providing a much richer data set to drive campaign performance than could be provided by device knowledge alone. Marketers can also seamlessly onboard and incorporate their first-party audience data including cookies, device IDs, campaign events and remarketing pools, which are then matched with Adelphic’s data in order to deliver a personalized consumer experience.

“As marketers make the shift to a mobile-first world and are afforded with more potential consumer touchpoints, better data and insights are required to successfully execute cross-channel dialogues with consumers,” said Warren Zenna, Head of Mobext US, Havas Media’s global mobile marketing agency. “A behavior-centric approach to cross-channel engagement enables campaign decisions to be made on a far richer data set than devices alone, which makes for a better-performing campaign.”

The solution also enables marketers to connect and target audiences across devices including desktop, tablets, connected TV and mobile phones, with frequency and sequencing controlled globally due to the application of Adelphic’s ^tagTM (“a-tag”) universal identifier. Adelphic was issued the patent for user identification on networked devices in 2013.

“A DSP’s typical tool for the implementation of cross-channel campaigns is a licensed, third-party device graph. This approach is highly limiting as it does not provide insights into the consumers behind the devices.” said Michael Collins, CEO of Adelphic. “While our Behavior Graph does link devices across channels, it also provides insights into the consumers behind the devices, creating a much more robust data set for finding audiences and driving campaign performance.”

Equipped with forecasting, reporting and optimization tools, Adelphic’s cross-channel solution provides ad buyers with the insights necessary to make the most of their ad spend.

About Adelphic
Adelphic is the leading mobile and cross-device demand side platform that unlocks audience behaviors and empower brands to activate on those insights. The company’s enterprise-ready software solutions for agencies, brands and other large media buyers provides meaningful engagements with consumers on the move. Adelphic’s science-based approach analyzes and creates decisions on the most relevant signals, regardless of fidelity. Fully RTB enabled. 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 adelphic.com.

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