Adrian J Cotterill, Editor-in-Chief
Adelphic, a Viant subscription-based self-service platform for cross-channel programmatic advertising, this week announced the addition of digital out-of-home (DOOH) inventory from Rubicon Project’s private marketplace.
We are told that advertisers can now access DOOH inventory in multiple formats and locations from Adelphic’s newest DOOH partner Broadsign, all available alongside their existing partners; Clear Channel Outdoor, Captivate and Zoom. 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.
Adam Soroca, Head of Global Buyer Team at Rubicon Project said “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”.
Adelphic will also provide data that can measure the impact that DOOH and cross-device exposure has 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.
Jon Schulz, CMO of Viant, Adelphic’s parent company said “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 “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.”
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 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.
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