Adelphic Becomes First Demand Side Platform To Integrate Always-On Killi Audiences

Adelphic, a Viant people-based DSP for omnichannel advertising, announced its integration with Killi Ltd., a consumer-facing privacy ecosystem that pays consumers directly for their use of their data. As part of this integration, Adelphic becomes the first demand-side platform (DSP) to integrate Killi’s ethical Fair-Trade™ audience taxonomy into their platform. In doing so, anytime a Killi audience is used, 50 percent of the data costs is redistributed back to the Killi consumer that provided their data.

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This new and differentiated data set will enable brands and agencies to reach specific audience segments as part of their Adelphic campaigns. With such a heavy focus on consumer data and privacy, Killi audiences further align Adelphic with the industry movement towards more responsible media while driving a growing demand from agencies and brands.

“This partnership further enhances our integrated data footprint for our people-based DSP,” said Jon Schulz, CMO of Viant. “We have always pursued opportunities that provide our clients with valuable data that can better inform their advertising campaigns, and in turn, drive ROI. Improving transparency, measurement, and precision audience targeting for brands and agencies is key to our success, and we are pleased to have Killi join our roster of strategic partnerships.”

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“With increased demand from brands and agencies for explicit compliance and consent for any data powering their campaigns, buying platforms that are able to provide this unique type of data will increasingly garner market share,” said Neil Sweeney, founder and CEO of Killi Ltd. “We have created a thousand CCPA complaint data segments and provided them to Adelphic for their clients to utilize in their advertising efforts. Adelphic provides the perfect omnichannel platform to activate these audiences.”

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