Adelphic is a leading mobile and cross-channel demand side platform (DSP). It works in partnership with Grapeshot, an advanced keyword technology provider.
Now the pair have announced something ad buyers will welcome: Live Audience, Grapeshot’s pre-bid keyword targeting solution, via Adelphic’s mobile-first programmatic media solution.
The objective is to reach live audiences consuming relevant, brand-safe content.
“This integration is the first time Grapeshot’s technology is being made available in a mobile first application, working seamlessly with Adelphic’s Behavior Graph to allow brand safety controls and contextual targeting for marketers wherever they engage their users,” Adelphic said ahead of the weekend.
Through this integration, Grapeshot’s algorithm, which quickly interprets and categorizes the content audiences are consuming on individual mobile webpages and apps, will work seamlessly within the Adelphic platform.
This will guarantee that “ads are displayed alongside content that is contextually relevant and brand safe across 29 languages. This level of precision helps improve targeting, reduce waste and increases returns, globally. Brand and agency ad buyers can create custom audience segments for individualized targeting or select Grapeshot’s standard audience segments for universal applications,” notes the firm.
Targeting is one way to combat ad blocking, according to Grapeshot CEO and founder John Snyder.
”Consumers are turning to ad blocking as a reaction to unwelcome advertising. However, with better audience targeting and more considerate creative, more advertising should be welcomed,” said Snyder. “This is why we’re delighted to bring our keyword targeting capability to the Adelphic platform to improve the campaign performance and the return on advertisers spend.”