PubMatic, the publisher-focused sell-side platform (SSP) for an open digital media future, today announced its partnership with Adelphic, a Viant people-based demand-side platform (DSP). Through this supply path optimization (SPO) partnership, PubMatic and Adelphic have created a more efficient and effective path for Adelphic’s advertisers to access high quality ad inventory.
Barry Levine writes for MarTech Today on how Adelphic’s new digital-out-of-home offering is expanding the company’s cross-channel capabilities. This offering is the first time ads are being delivered programmatically to Clear Channel and Captivate inventory.
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 and reporting.
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.
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.