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

Adelphic®, a Viant subscription-based self-service platform for cross-channel programmatic advertising, today 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.

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.”

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.”

To find out more about Adelphic’s programmatic audio capabilities, please contact


Adelphic® is a leading subscription-based cross-channel demand-side platform. Adelphic® provides an enterprise-ready self-service software solution for agencies, brands and other large media buyers to make meaningful engagements with consumers across all devices, formats and channels. The company's platform is fully RTB-enabled and delivers global scale through access to all leading inventory providers. Adelphic' s technology overcomes the limitations of user identification across all digital devices, yielding rich, nuanced portraits of real people, instead of cookies. Adelphic® is owned by Viant, a subsidiary of Meredith Corporation.


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 joint venture. In February 2018, Meredith Corporation (NYSE: MDP) acquired Viant parent company Time Inc. (NYSE:TIME) and all its subsidiary companies, creating a cross-channel ecosystem of nearly 200 million unduplicated American consumers every month, including 85 percent of U.S. Millennial women. Viant is a 2018 Inc. Magazine Best Workplaces award winner.

For more information, please contact Daniella Krieger at

Source: Adelphic


Categories: Advertising

Tags: Adelphic, advertising, marketing, programmatic audio, Viant

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Through its proprietary Viant Advertising Cloud™, Viant offers clients a comprehensive suite of advertising applications available on-demand, in the cloud. Founded in 1999, Viant owns and operates Vindico, Specific Media, Myspace and Xumo.

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