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»Adelphic

Viant Co-Founders Buy Back DSP From Meredith

More than a year after Meredith said it would sell off Viant, the ad tech company has found its buyer. Viant co-founders Tim and Chris Vanderhook said Monday they’ve bought back the 60% stake they sold to Time Inc. in 2016, before Time Inc. itself was acquired by Meredith. They declined to reveal the deal... Continue reading »
by Sarah Sluis // November 4th, 2019 //
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The Customer Service Imperative In Ad Tech

“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Alex Perrin, vice president of programmatic strategy at Viant’s Adelphic. Brands place too high of a priority on impersonal technology versus strategic partnerships that garner access to innovative solutions. Everyone... Continue reading »
by AdExchanger // April 3rd, 2018 //
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Time Inc.’s Viant: ‘People-Based’ Doesn’t Have To Mean ‘Walled Garden’

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... Continue reading »
by Allison Schiff // January 24th, 2017 //
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Time Inc. To Acquire Adelphic And Build A ‘People-Based DSP’

Is Time Inc. trying to take on Google and Facebook? The publisher announced Monday that it’s acquiring cross-device and mobile ad platform Adelphic to build what it's calling a "people-based DSP." Time Inc. has certainly been on a tech tear. The Adelphic deal, slated to close during Q1, comes just shy of a year after Time... Continue reading »
by Allison Schiff // January 23rd, 2017 //
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Marketing-Mix Modeling: A Road of Missed Opportunity for Brands

“Data-Driven Thinking" is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Michael Collins, CEO at Adelphic. 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... Continue reading »
by AdExchanger // January 20th, 2017 //
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How DSPs Navigate Agency ‘Preferred Partnerships’

Agencies often select a few “preferred partners” instead of dealing with numerous demand-side platforms (DSPs). While agencies, barring a client preference, should choose a DSP that can access the best inventory at the best rates for a given campaign, many buying platforms offer volume-based discounts. And because agencies feel the squeeze on margins, they might... Continue reading »
by Alison Weissbrot // November 23rd, 2016 //
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Mo’ Match Rates Mo’ Problems As Cross-Device Vendors Aim For Scale

Cross-device identity match rates have shot up in recent years, but brands and agencies remain skeptical of the results. “We were consistently disappointed with cross-device identity matches,” said David Kohl, CEO of the digital media advisory firm Morgan Digital Ventures. “There’s a gap in understanding of what’s possible between vendors and the buy side, [which... Continue reading »
by James Hercher // October 10th, 2016 //
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Dailymotion Seeks To Diversify Video Demand After LiveRail Shutters

Vivendi-owned Dailymotion is expanding its network of video demand sources and its programmatic presence in New York, despite reports of restructures and the closing of the French video platform’s Palo Alto, Calif., office. Dailymotion is partnering with the mobile DSP StrikeAd, owned by recently acquired Sizmek, to serve more rich media units and enable geo-based... Continue reading »
by Kelly Liyakasa // August 4th, 2016 //
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Cross-Device Offers Political Advertisers Great Promise – And Significant Challenges

"AdExchanger Politics" is a weekly column tracking developments in the 2016 political campaign cycle. Today’s column is written by George Tarnopolsky, director of account management at Adelphic. The 2016 election promises to be exciting not only in politics, but also in the world of advertising. For the first time, mobile and multidevice political advertising will... Continue reading »
by AdExchanger // January 12th, 2016 //
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Mobile Video A Growth Engine For Exchanges, But Brands Need More Buying Power

Once measurement is fully in place, experts predict demand for mobile programmatic video and connected TV apps to reach a tipping point. Some programmatic platforms, such as mobile DSP Adelphic, are already seeing the shift. Mobile video accounts for 7.3% of all Adelphic campaigns, representing 18.2% of total spend through its platform. Sixty percent of... Continue reading »
by Kelly Liyakasa // June 16th, 2015 //
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