Myth: All Programmatic is Real-Time Bidding (RTB).

Fact:  Programmatic includes all methods for reaching HCPs and consumers via buying platforms and automation.  This includes both real-time bidded media (open exchange, private/preferred auction)—as well as programmatic guaranteed deals, which are transacted at a fixed price over programmatic pipes.  In other words, guaranteed deals are done programmatically, but not in an auction, and so they give more control around price, impression volume, and context while retaining the benefits of automated buying, controls, and frequency capping that programmatic offers. Programmatic guaranteed deals are effectively reserve buys, purchased via programmatic buying platforms but without real-time bidding dynamics.  Therefore, all RTB is programmatic--but not all programmatic is RTB. This is important to know for those who want the benefits of programmatic but may not feel an auction is right for their brand’s goals.

Bonus Fact:  It is commonly believed that RTB buys are more economical than reserve buys. This isn’t always the case, as auction dynamics can introduce active competition for the same inventory, and cause for CPMs to increase. Programmatic guaranteed deals are often more cost effective than the same exact buys made via auction—and should be a core component of a programmatic media buying strategy. 

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Ad Talk Podcast: Recession and ad tech, Rocket Fuel controversy, and the acquisitions of 2018

In this week’s episode, we discuss:

  • Current market dynamics, and what a potential recession means. We touch on the Visto (Collective) bankruptcy.

  • The Rocket Fuel data targeting controversy and other industry examples; we touch on the Theranos book "Bad Blood" and how it's reminiscent of ad tech

  • The acquisitions of 2018: Nexstar buying Tribune, S4 acquiring Mighty Hive, iHeartMedia buying Jelli, and chatter about Accenture bidding for MDC Partners.

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Ad Talk Podcast: CDPs, Agencies vs Consultancies, the In-Housing Trend, Emerging Ad Platforms, and more!

In this episode, we discuss:

- State of the ad tech ecosystem: CDPs, Management Consultants, Amazon & TTD
- The in-housing trend and how specialist agencies can reverse this trend and benefit brands
- Programmatic Frontiers: DOOH, CTV, Audio, and what role eBay and Samsung may play in our ecosystem in the future.

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Ad Talk podcast: LinkedIn launches its DSP, YuMe acquired, Lydian Coin ICO and more on Blockchain in ad tech.

In this week's episode, we discuss:

  • The week in ad tech: LinkedIn launches its DSP (we take a deep look) and YuMe gets acquired
  • Gravity4 launching its Blockchain-based Lydian Coin token 
  • Deeper look at who’s who of ad tech companies doing Blockchain today, including MetaX,, MadHive, NYIAX.
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Ad Talk podcast: What is Blockchain and is it applicable to ad tech?

In this episode, we discuss:

  1. What is Blockchain?
  2. Is it applicable to ad tech?
  3. How soon will we see Blockchain and Smart Contract technology adopted?

Excerpt:  "A key tenet of Blockchain is decentralization, which runs contrary to the “universal buying platform” vision of everyone from Google to the Trade Desk, MediaMath, etc.  Adopting Blockchain isn’t about enhancing RTB protocol and evolving SSPs and DSPs-- Blockchain would mean a potential elimination of intermediaries--and a mechanism for sellers (publishers) and buyers (agencies and brands) to transact together.  

This is a good thing, and this is the original vision of the ad exchange as it was intended.  Implementation of blockchain should result in the majority of the media dollar actually being spent on media."

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Adelphic earns industry leading CSAT Ratings

At Adelphic, close partnership with customers is in our DNA. Our most recent customer survey, conducted in Q1 2016, showed that customers rated their overall satisfaction with Adelphic services at 92%.   This marks the fourth straight quarter of a 90 percent or higher satisfaction rating for consistently providing industry-leading services.

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