Viant's Adelphic Extends Partnership With IAS, Offering Custom Keyword Pre-Bid Optimization

Leading self-service advertising platform provides pre-bid avoidance segments, helping advertisers avoid unwanted impressions

Adelphic®, a Viant subscription-based, self-service platform for cross-channel programmatic advertising, today announced a partnership extension with Integral Ad Science (IAS) to provide industry-leading, pre-bid custom keyword optimization. Adelphic is among the first to market with this solution that ensures advertisers can avoid specific keywords within a URL string, ultimately improving brand safety and reducing wasted spend on undesirable inventory.

Every advertiser has their own brand safety needs, varying by client and industry. With this in mind, the Adelphic and IAS partnership ensure advertisers can better optimize their programmatic campaigns pre-bid by avoiding specific keywords. By filtering specific inventory, brands and advertisers can efficiently use their ad spend on impressions that are suitable for their brand while preventing ads from appearing in environments that are not. This solution showcases Adelphic’s dedication to delivering tools that maximize ROI and brand safety for advertising industry professionals.

“IAS's custom keyword pre-bid solution is invaluable to advertisers because it efficiently eliminates wasted impressions,” said Mike Kim, VP of Product Management at IAS. “Adelphic is a longstanding partner, and we’re excited to offer advertisers another way to ensure they are only targeting brand suitable environments.”

According to IAS global advertiser data, there is an average of 487 keywords on a single keyword blocklist, with several advertisers utilizing multiple lists per campaign. Just last year, IAS blocked 9.8 billion impressions due to keyword brand safety concerns. With the introduction of the custom keyword pre-bid solution, the number of wasted impressions is expected to decrease, maximizing reach campaign effectiveness.

“We’re invested in building better brand safety solutions in Adelphic for our customers,” said Jon Schulz, CMO Viant. “With IAS’s new Custom Keyword Pre-bid Solution offering, our advertisers can better optimize their campaigns and ensure spend is dedicated to trusted and brand approved content.”

About Adelphic

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.

About Viant

Viant® is a leading advertising technology company enabling ad buyers to plan, create, execute and measure their digital advertising investments through a cloud-based platform. Through its self-service platform, Adelphic, marketers have access to over 12,000 audience attributes from the leading 50 data companies and the ability to purchase advertising across desktop, mobile, CTV, and Digital Out-of-Home devices. Founded in 1999, Viant is a 2018 Inc. Magazine Best Workplaces award winner.

About IAS

Integral Ad Science (IAS) is the global market leader in digital ad verification, offering technologies that drive high-quality advertising media. IAS equips advertisers and publishers with both the insight and technology to protect their advertising investments from fraud and unsafe environments, as well as to capture consumer attention and drive business outcomes. Founded in 2009, IAS is headquartered in New York with global operations in 22 offices across 13 countries. IAS is part of the Vista Equity Partners portfolio of software companies. For more on how IAS is powering great impressions for top publishers and advertisers around the world, visit

Source: Viant