Websites using Adelphic

Okay, let s break down Adelphic, a demand-side platform (DSP), covering its overview, revenue aspects, alternatives, pricing, and customer care.

Adelphic Overview

Adelphic is a demand-side platform (DSP) that was acquired by Viant Technology in 2017. It s designed to help advertisers buy and manage digital ad campaigns across various channels, including display, video, native, and connected TV (CTV). It s known for its programmatic capabilities and its focus on data-driven decision-making.

Here s a breakdown of its core features and focus:

• Omnichannel Reach: Adelphic facilitates ad buying across multiple channels, allowing advertisers to reach their target audience regardless of where they are consuming content.
• Programmatic Advertising: It leverages real-time bidding (RTB) technology to automate the process of buying ad impressions, ensuring efficiency and optimization.
• Data-Driven Targeting: Adelphic emphasizes the use of data for advanced audience targeting, including first-party, third-party, and contextual data. This helps advertisers reach the most relevant users.
• Advanced Analytics and Reporting: The platform offers detailed reporting and analytics, allowing advertisers to measure campaign performance, identify insights, and optimize their strategy.
• Integration Capabilities: It integrates with various data sources, supply-side platforms (SSPs), and other marketing technology tools.
• Focus on Transparency: Adelphic has historically focused on transparency in the programmatic ecosystem.
• Emphasis on CTV: With the rise of connected TV, Adelphic has placed a strong emphasis on enabling advertisers to buy CTV inventory effectively.

Revenue Model

Adelphic doesn t publicly disclose its specific revenue figures as it s a subsidiary of Viant Technology. However, its revenue is generated primarily through:

• Platform Fees: Advertisers using the Adelphic DSP likely pay a platform fee for access to the technology and its features. This could be a percentage of ad spend, a flat rate, or a combination.
• Data and Technology Costs: Adelphic may have additional costs associated with data access, integrations, and advanced technology features that are billed separately from platform access.
• Premium Features: Certain enhanced targeting options, reporting capabilities, or managed services could involve additional costs.

Alternatives to Adelphic

The DSP market is competitive, and here are some alternatives to Adelphic, broadly categorized:

• Major DSPs:
  • Google Display & Video 360 (DV360): Part of Google Marketing Platform, very widely used with a massive ecosystem.
  • The Trade Desk: Another leading independent DSP, known for its transparency and advanced features.
  • Amazon DSP: Integrated within the Amazon ecosystem, particularly strong for reaching Amazon shoppers.
  • MediaMath: A long-standing DSP, now focused on its SOURCE technology and managed services.
• Mid-Tier and Niche DSPs:
  • Xandr Invest: Focuses on programmatic buying and is part of Microsoft Advertising.
  • Adobe Advertising Cloud DSP: Part of the Adobe Marketing Cloud, with emphasis on seamless integration with other Adobe tools.
  • Basis (formerly Centro): A DSP built for performance marketing, focusing on efficiency and simplicity.
  • Verizon Media DSP (now Yahoo DSP): Integrated into the Yahoo ecosystem.
• Specialized DSPs:
  • Specialized CTV DSPs: If CTV is your focus, platforms like Beeswax (now part of FreeWheel), and others specializing in that channel might be good alternatives.

Choosing an Alternative: The best alternative will depend on: * Your ad spend budget * The specific channels you want to target * Your in-house expertise in programmatic ad buying * Your need for specific technology integrations * Your desired level of platform transparency

Pricing

Adelphic s pricing is not publicly available, and it likely varies based on a number of factors, including:

• Contract Volume and Length: Advertisers with higher spending commitments and longer contracts may receive more favorable rates.
• Level of Support: Managed service options or premium support packages will likely result in higher costs.
• Specific Features and Integrations: The specific features and third-party integrations utilized will impact overall pricing.
• Data Usage: Data sourcing and access fees may be included or billed separately.

Generally, DSP pricing models are often a combination of:

• Platform Fees: A percentage of ad spend or a flat monthly fee.
• Data Fees: Fees for using first-party, third-party, or audience data.
• Technology Fees: Costs associated with the DSP s algorithms, targeting capabilities, and reporting tools.
• Managed Services: If the platform provides campaign management, reporting and strategic assistance, there will be additional costs.

It is crucial to contact Adelphic or Viant directly for detailed pricing information tailored to your specific needs.

Customer Care Details

As a DSP, Adelphic s customer care is generally focused on:

• Onboarding and Training: Providing support during the initial setup and implementation of the platform.
• Technical Support: Assistance with technical issues, platform bugs, and API integrations.
• Campaign Management: Some advertisers opt for managed services, where the platform assists with campaign setup, monitoring, and optimization.
• Account Management: Dedicated account managers are sometimes assigned to larger or enterprise clients to provide strategic guidance and support.
• Knowledge Base and Documentation: Access to online resources, help articles, and user guides to help users self-serve.

Key Takeaways:

• Adelphic is a programmatic DSP focused on omnichannel advertising with a strong emphasis on data-driven decision-making, transparency, and CTV.
• It is now part of Viant Technology, but still operates as a distinct DSP platform.
• Pricing is not publicly available and varies depending on various factors. Contact Viant directly for specific details.
• There are many alternatives to Adelphic, and the choice depends on your unique needs.

I recommend contacting Adelphic (or Viant Technology) directly to get the most accurate and up-to-date information on its offerings and pricing. They can provide tailored guidance based on your specific advertising requirements. Good luck!