"As marketers make the shift to a mobile-first world and are afforded with more potential consumer touchpoints, better data and insights are required to successfully execute cross-channel dialogues with consumers," said Warren Zenna, Head of Mobext US, Havas Media's global mobile marketing agency. "A behavior-centric approach to cross-channel engagement enables campaign decisions to be made on a far richer data set than devices alone, which makes for a better-performing campaign."
The solution also enables marketers to connect and target audiences across devices including desktop, tablets, connected TV and mobile phones, with frequency and sequencing controlled globally due to the application of Adelphic's ^tagTM ("a-tag") universal identifier. Adelphic was issued the patent for user identification on networked devices in 2013.
"A DSP's typical tool for the implementation of cross-channel campaigns is a licensed, third-party device graph. This approach is highly limiting as it does not provide insights into the consumers behind the devices." said Michael Collins, CEO of Adelphic. "While our Behavior Graph does link devices across channels, it also provides insights into the consumers behind the devices, creating a much more robust data set for finding audiences and driving campaign performance."
Equipped with forecasting, reporting and optimization tools, Adelphic's cross-channel solution provides ad buyers with the insights necessary to make the most of their ad spend.
Adelphic is the leading mobile and cross-device demand side platform that unlocks audience behaviors and empower brands to activate on those insights. The company's enterprise-ready software solutions for agencies, brands and other large media buyers provides meaningful engagements with consumers on the move. Adelphic's science-based approach analyzes and creates decisions on the most relevant signals, regardless of fidelity. Fully RTB enabled. Adelphic's patented technology overcomes the limitations of user identification in mobile and across networked devices, yielding rich, nuanced portraits of real consumers. Founded in 2011, Adelphic is funded by Matrix Partners, Blue Chip Venture Company and Google Ventures. For more information, visit adelphic.com.
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