Mobile and cross-channel demand side platform (DSP) Adelphic and Grapeshot, the keyword tech provider have announced that buyers can now tap into Live Audience, the Grapeshot pre-bid keyword targeting solution, via Adelphic’s mobile programmatic media solution to reach live audiences.
The integration is a mobile-first for Grapeshot technology and it will work with Adelphic’s Behaviour Graph for safety controls and contextual targeting.
Adelphic partners with Grapeshot
John Snyder, CEO and Founder of Grapeshot, says:
“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. 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. Our partnership with Adelphic enables real-time evaluation of mobile web or in-app data at scale, eliminating the need for site lists, and providing contextual reach with vertical-specific keywords and phrases.”
Grapeshot’s algorithm does a quick job of interpreting and categorising the content which audiences are consuming on individual mobile web pages and app. The integration with Adelphic means that ads are displayed along contextually relevant content. Brand safety for 29 languages is ensured.
Ultimately, a higher level of precision improves targeting, reduces waste and increases ROI. Adelphic clients can create custom audience segments or select a Grapeshot standard audience segment for universal apps. In addition, Grapeshot Whitelist or PG Rated standard safety targeting can be applied across campaigns.
Gina Kim, Head of Partnerships for Adelphic, adds:
“Quality is top-of-mind for every programmatic ad buyer, and when we talk to clients, our conversations uncover two questions: Will the correct audience see my ads and will my ads run in brand-safe environments. Grapeshot’s technology provides our programmatic audience buying platform a protective guardrail as well as keyword-based advertising that targets live users based on context. Grapeshot empowers our clients to shift budgets with the assurance that their ads are served on relevant content and on sites that are appropriate for the brand.”