Viant’s Adelphic Announces New Programmatic Audio Inventory Integrations, Further Enhancing Omni-Channel DSP

By MTS Staff Writer On Feb 12, 2019

Adelphic, a Viant subscription-based self-service platform for cross-channel programmatic advertising, announced an enhancement to programmatic audio inventory. Through the company’s strategic integration with Rubicon Project, advertisers and brands can buy and manage domestic and international premium digital audio advertising inventory including TuneIn, TargetSpot and others.

Adelphic’s clients can now access audio inventory from over 216 countries, generating billions of audio ad requests. Additionally, there are over 1,000 private audio marketplaces (PMPs) available, providing buyers flexible access to precision targeted audiences at scale.

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This announcement showcases Adelphic’s commitment to delivering a true omni-channel DSP. Additionally, the programmatic audio offering brings critical benefits including brand safe inventory, isolated experiences with a highly engaged audience, and environments not impacted by ad blocking.

“Not only does programmatic audio round out advertisers’ larger omni-channel campaign efforts, but it brings needed innovation to a brand’s local and regional advertising efforts,” said Alex Perrin, vice president of programmatic strategy at Viant’s Adelphic. “Traditionally, marketers and advertisers relied on local radio and niche digital strategies; we’re excited to offer tools delivering highly-personalized real-time targeting and bid management capabilities that are effective for any campaign.”

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Now advertisers can make real-time targeting and bid management changes as they integrate audio into video and display campaigns. Adelphic also provides data that measures the impact programmatic audio and cross-device exposure have on in-store and online conversions. Brands and advertisers now have the opportunity to amplify their messaging across personal devices in real-time for optimal brand storytelling.

“With significantly increased inventory and value, digital audio has quickly become a prime platform for reaching targeted, engaged audiences at scale, along with desktop, mobile, and OTT,” said Nina Harvey, Head of Audio, at Rubicon Project. “The stage is set for what will be a big year for programmatic audio, and Rubicon Project is well-positioned to help facilitate the needs of buyers and sellers alike. We are integrating with Viant’s Adelphic to provide access to an established marketplace for audio that gives brands the opportunity to buy targeted, quality audiences with transparency into inventory and pricing.”