Adelphic Debuts Cross-Device Targeting Tool

Cross-device ad targeting and analytics specialist Adelphic has launched a solution called Behavior Graph, through which users can identify, engage and target relevant consumers.

Boston-based Adelphic offers a platform called Audience Cube to enable clients to target their mobile customers with relevant ads. Its Predictive Data Platform is then used to measure the response, and can target ads in real-time by analyzing up to 30 customer identification 'signals', including their age, gender, location and the time, in addition to their device and network.

Behavior Graph has been developed to enable marketers to connect and target audiences across devices - including desktop, tablets, connected TV and mobile phones. It then provides insights into consumers' device ownership along with behavior in the channels where the devices are used. Marketers can also onboard and incorporate first-party audience data such as cookies, device IDs, campaign events and remarketing pools, which are then matched with Adelphic's data in order to deliver a personalized consumer experience.

CEO Michael Collins (pictured) comments: 'A DSP's (demand side platform) 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. 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'.

Web site: www.adelphic.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.