Viant’s Adelphic Partners with DoubleVerify, Adding Pre-bid Viewability and Brand Safety

Viant’s Adelphic Partners with DoubleVerify, Adding Pre-bid Viewability and Brand Safety Targeting

Addition of DoubleVerify Provides Clients With Enhanced Measurement Capabilities, and Management of Non-Human Traffic

Adelphic, a self-service platform for cross-channel programmatic advertising, announced the addition of pre-bid viewability and brand safety targeting to its platform from DoubleVerify, a leading independent provider of digital media quality solutions. The offering is available omni-channel across all of Adelphic’s 25+ supply partners, allowing marketers to reach audiences via video, display and native on both mobile and desktop.

Viant’s Adelphic Partners with DoubleVerify, Adding Pre-bid Viewability and Brand Safety Targeting

DoubleVerify’s pre-bid targeting capabilities also provide Adelphic’s clients with additional tools to measure viewability rate and determine whether or not content is brand safe across display and video on mobile and desktop. DoubleVerify’s enhanced Fraud/SIVT detection tools will also enable Adelphic to track and prevent non-human traffic (NHT) across mobile and desktop.

Integrated Pre-bid Tools

Jeremy Haft
Jeremy Haft

“The addition of DoubleVerify to our platform reflects our continued investment in technology that streamlines pre-bid targeting through real-time evaluation of web and app data based on factors including viewability, brand safety, ad fraud, traffic ad quality, context and player size. With DoubleVerify’s granular pre-bid tools integrated into our people-based DSP, Adelphic is optimizing cross-channel and cross-device client campaigns, ensuring they can reach the right audiences while running on brand-safe inventory,” said Jeremy Haft, National Vice President, Adelphic.

Adelphic’s integration with DoubleVerify’s pre-bid viewability tools enables clients to target the right audiences before they start a campaign, rather than relying on post-campaign metrics to understand what was viewable. With 48% of programmatic display impressions not viewable, according to DoubleVerify, enhanced targeting and measurement capabilities are becoming critical for brands looking to optimize their media spend while running campaigns in brand safe environments.

Also Read: Programmatic Media Buying Has Marketers Worried About Brand Safety, says CMO Council Report

“DoubleVerify is committed to bringing transparency to the market so advertisers can have the confidence that their investment was viewable and fraud-free. This partnership with Adelphic highlights DV’s strength and innovation in mobile app measurement and targeting,” said Steve Woolway, SVP Business Development, DoubleVerify.

Facebook and Brand Safety 

In September, Facebook partenered with Double Verify to tackle brand safety. In an announcement made by Carolyn Everson, VP Global Marketing Solutions, Facebook, they said, ‘Our teams are partnering closely with third parties, such as DoubleVerify and Integral Ad Science, to ensure that the brand safety tools and controls we (Facebook) create serve our advertisers’ needs. DoubleVerify and Integral Ad Science are also determining the most effective ways to support advertiser requirements and manage their brand safety controls on Facebook. Additionally, we are in the process of joining the Trustworthy Accountability Group (TAG) “Certified Against Fraud” programme, given our longstanding commitment to combating fraud on Facebook.’

Recommended Read: 95% of CMOs Overhaul Digital Strategy In 2017 Amid Brand Safety Concerns

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