Viant's Adelphic Launches Programmatic Digital Out-of-Home Ad Buying, Extending Cross-Channel Breadth and Capability

Enplay, MDC Media Partners OOH Unit, Signs on As Launch Partner

Adelphic, a Viant® people-based, self-service platform for cross-channel programmatic advertising, announced today the addition of digital out-of-home (DOOH) inventory to its platform. This all-new offering enables advertisers to access Adelphic’s digital out-of-home inventory via Rubicon Project’s Private Marketplace (PMP). Through partnerships with both Clear Channel Outdoor Americas, one of the world’s largest outdoor advertising companies, and Captivate, North America’s leading location-based digital video network, clients can purchase DOOH inventory including digital billboards, airports, office lobbies and elevators, at scale, seamlessly, within a PMP. In addition, the company announced that Enplay, the OOH agency within MDC Media Partners, has agreed to work with Adelphic to gain access to the inventory on behalf of its clients.

The addition of DOOH inventory to Adelphic’s people-based DSP, powered by Viant’s proprietary user and device graph, provides advertisers and brands with the ability to more efficiently buy programmatic inventory through a cross-channel approach. Now, ad buyers can utilize audience-driven insights for better targeting and analysis of campaign performance across the complex consumer journey.

“As the industry becomes increasingly automated, Adelphic is looking to lead the charge in cross-channel programmatic activation,” said Adelphic National Vice President, Jeremy Haft. “By including digital out-of-home inventory as part of our self-service programmatic ad buying capabilities, we are bringing the efficiency of programmatic to an advertising medium that was largely purchased manually.”

While tech-savvy marketers acknowledge the benefits of extending programmatic capabilities to DOOH, Adelphic is the only DSP providing OOH buyers with the ability to automatically convert traditional OOH metrics [events] into impressions within the platform, for improved cross-channel optimization and reporting. By standardizing the bidding measurement, Adelphic makes it easier for advertisers to buy premium inventory at scale and better understand performance results through more accurate measurement and reporting. By layering on location targeting to cross-channel advertising, marketers using Adelphic’s people-based platform have the ability to retarget people who work in office buildings while simultaneously reaching users across devices in a deterministic fashion, including mobile and desktop.

“Working with Adelphic aligns with our strategy to provide robust audience driven data and programmatic opportunities within mobile and OOH,” said Lauren Barbara, Managing Partner, Enplay, MDC Media Partners’ OOH Unit. “As we push to move the OOH industry forward, working with Adelphic to gain access to programmatic inventory helps drive greater returns for our clients wanting sought-after audience segments in physical locations with highly relevant custom messaging in real-time.”

The inclusion of a DOOH strategy enables advertisers to reach and impact their target audiences in real-world moments. Brand marketers value engaging consumers through these more traditional methods, and PricewaterhouseCoopers predicts that DOOH advertising revenues will overtake traditional OOH media spend in 2020 (growing at a rate of 15 percent year-over-year for the next four years).

“We are excited to partner with Adelphic to help transition digital out-of-home into the programmatic era,” said Neil Shapiro, Vice President of Digital Sales at Captivate. “Our premium, brand-safe, location-based video inventory provides a strong complement to their mobile and cross-screen offerings.”

For more on the Adelphic offering, please visit or contact us at


Adelphic is a leading people-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 Time Inc. For more information, visit


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 1 billion registered users, one of the largest registered user databases in the world, infusing accuracy, reach, and accountability into cross-device advertising. Founded in 1999, Viant owns and operates Adelphic and Myspace and is a member of the Xumo joint venture. In 2016, Viant became a subsidiary of Time Inc. (NYSE:TIME), one of the world’s leading media companies with a portfolio of influential brands including People, Sports Illustrated, Fortune and Time.


Enplay is a full-service out-of-home (OOH) agency and stand-alone unit within MDC Media Partners. Our vision is to embrace technology and digitization within the OOH space to provide a modern approach and service capability that will drive greater success for clients who rely on OOH’s impact for their brands. Enplay is committed to infusing data into OOH’s already inherent creativity to provide a more powerful medium with more quantifiable ROI. We do this by employing data measurement capabilities that provide advertisers access to demographics, vehicle details and geo-targeted information. Enplay is based within MDC Media Partners headquarters in New York.

Source: Adelphic


Categories: Advertising, Marketing

Tags: Ad tech, Adelphic, advertising, DOOH, Enplay, marketing, martech, people-based, technology, 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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