Adtech Company Adelphic Strengthens Identity Resolution Capability

programmatic buying

Adelphic®, a Viant people-based DSP for omnichannel advertising, is expanding its already robust data footprint by announcing its identity-based partnership with Adstra, the first Data Bureau designed to help marketers orchestrate the application of data to all dimensions of their efforts. Adstra direct match audiences are now available in a self-service environment across Adelphic’s omnichannel DSP.

With this identity-based integration, Adelphic clients now have access to Adstra’s entire syndicated audience taxonomy and can create custom audience segments as well. This integration adds depth in the automotive, B2B, healthcare, and travel verticals, to name a few. In addition, Adelphic will be an initial launch partner for Adstra’s new HIPAA compliant medical and prescription claims-based pharma offering going live by the end of the year. As part of this integration, Adelphic customers can also better target audiences and improve measurement and transparency as the advertising industry heads towards a cookie-less future.

“Adelphic is excited to be one of very few Direct Match DSP’s with Adstra,” said Jon Schulz, chief marketing officer, Viant Technology. “This integration directly aligns with our identity resolution strategy, and we provide our clients access to large, scaled audiences to better inform their campaigns. Adstra had one of the highest identity direct matches we’ve seen recently, and we are thrilled to have them on board.”

“We are happy to integrate with Adelphic to accommodate their advertiser’s demand for data,” said Rick Erwin, chief executive officer, Adstra. “With access to over 230 million individuals and 115 million households, brands and agencies can execute their campaigns with more precision, speed, and flexibility. Adelphic provides the ideal omnichannel platform to activate our audience segments.”

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