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.
Adelphic’s CEO, Michael Collins, lends his perspective to MediaPost on how CPG marketers can achieve success and close the attribution loop with the right mix of precision, scale, and first-party insights.
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… Read more »
Move is intended to give advertisers self-service capabilities for data-driven buying. Magazine publisher Time Inc. said it has agreed to acquire Adelphic Inc., an automated advertising buying platform. The move is intended to offer marketers the ability to directly buy advertising that targets specific consumers. Terms weren’t disclosed. The deal is expected to close in… Read more »
Adelphic’s CEO, Michael Collins, lends his perspective on Marketing-Mix Modeling in a cross-screen and cross-channel world. 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 helps brands determine where ad spend should be appropriated for campaigns. For many marketers, it… Read more »
The ways that marketers can measure whether digital campaigns drove store visits are growing — and getting more powerful. Freckle IoT, which gleans mobile device proximity information from beacon data providers and directly through app and publisher partners, has struck a deal with five big platforms for programmatic ad sales that will let marketers track… Read more »
In another sign of native video advertising coming into the programmatic fold, native ad platform Sharethrough announced an integration Tuesday with mobile demand side platform (DSP) Adelphic. Sharethrough says it is the first of many forthcoming DSP integrations to support native video programmatically. Adelphic established its first native platform relationship with TripleLift in October when… Read more »