Ahead of the weekend, MMW learned that Adelphic — a self-service platform for cross-channel programmatic advertising — has rolled out the addition of viewability verification from Integral Ad Science (IAS), becoming one of the first DSPs to integrate these insights and make them directly accessible within their platform.
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.
We’re told that Adelphic currently leverages IAS pre-bid data integrations for brand safety, viewability, fraud prevention and overall ad traffic quality verification, and with the addition of viewability verification can now offer a comprehensive targeting and measurement solution.
With a streamlined workflow for programmatic advertising in a single self-service platform, Adelphic and IAS have closed the loop between targeting and measurement while reducing the number of steps needed to optimize campaigns.
“Our clients are consistently focused on performance and quality, but with a more streamlined workflow that significantly reduces the time it takes to launch campaigns,” said Tim Vanderhook, CEO at Viant, parent company of Adelphic. “Adding IAS’ pre-bid viewability and reporting metrics to the Adelphic dashboard further enhances our people-based DSP, which is capable of running cross-channel campaigns that reach more than 1 billion consumers worldwide.”
