Viant’s Adelphic Announces Advanced Machine Learning Capabilities

Leading self-service advertising platform enhances advertiser performance, driving a 4X increase in viewable inventory versus leading industry benchmarks, 10 percent reduction in fraudulent inventory and increased cost savings through bid efficiency.

Adelphic®, a Viant subscription-based self-service platform for cross-channel programmatic advertising, today announced new viewability, fraud prediction and bid optimization capabilities powered by the platform’s advanced machine learning functionality. The new platform enhancements showcase the company’s commitment to delivering industry-leading solutions that strengthen campaign efforts and build confidence in performance.

“We’ve focused on applying our machine learning capabilities to increase the scale of our advertisers’ available inventory, substantially lower their likelihood of bidding on fraudulent inventory and reliably predict the minimum cost to win an impression while still meeting their KPIs,” said Fabrizio Blanco, CTO at Viant. “We’re excited to offer these new features as programmatic traders can benefit immensely from machine learning. Our clients can now find confidence that their campaigns are running on vetted inventory and that fraudulent scenarios are the lowest they’ve ever been.”

Adephic’s viewability prediction solution uses machine learning to identify highly viewable inventory. This is achieved as bid requests are scored and if the request meets the specified score requirement, Adelphic approves the inventory to be bid on. From there, the company’s machine learning moves forward to identify how much to bid for an individual impression. Advertisers and marketers experience cost saving and enhanced ROI on their campaign efforts.

Due to growing industry demand and expectations, Adelphic upleveled the platform to provide users with a scalable approach when identifying and filling highly viewable inventory. Not only is viewable inventory available at scale, users have the ability to move forward with ad delivery all within the platform. With this in mind, users experienced a 4X increase in viewable inventory when compared to leading industry benchmarks — and two-thirds of Adelphic campaigns have opted-in for this feature.

The fraud prediction solution is implemented on a platform-wide basis, automatically eliminating inventory with a high probability of being fraudulent. Viant’s Adelphic is looking to set the standard when it comes to minimizing fraud and maximizing return. Similar to the company’s viewability approach, machine learning analyzes inventory and develops a fraud prediction score, and if the likelihood of fraud passes the threshold, the company eliminates that bid opportunity. To date, the new fraud prediction functionality saved users almost 10 percent of their campaign budgets.

Lastly, Adelphic’s bid optimization capabilities enable advertisers to identify how much to bid for a particular ad placement to secure an impression. By predicting the minimum price to win an impression, Adelphic increases the cost savings in bid efficiency for advertisers while ensuring they obtain the maximum value for their dollar while still hitting their performance goals.

For more information, visit www.adelphic.com.

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, a subsidiary of Meredith Corporation.

About Viant

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.

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