Adelphic

A mid-tier DSP integrated within Viant Technology's people-based advertising cloud, with a strong emphasis on CTV and cross-channel programmatic buying

Adelphic, now part of Viant Technology, is a self-service programmatic demand-side platform (DSP) that enables advertisers and agencies to plan, buy, and measure advertising across connected TV (CTV), linear TV, mobile, display, video, and other digital channels. Founded in 2010, the platform was built to provide a unified, people-based approach to cross-channel media buying, leveraging deterministic audience data to reach consumers with precision across devices and screens. Viant Technology acquired Adelphic in 2017, integrating it as the core DSP within Viant's broader people-based advertising ecosystem. This acquisition allowed Viant to offer clients a comprehensive programmatic buying solution anchored by its Viant Advertising Cloud, combining Adelphic's DSP capabilities with Viant's first-party registered user data from its owned-and-operated media properties. The integration strengthened Viant's competitive position against other major DSPs such as The Trade Desk, DV360, and Amazon DSP. Within the AdTech ecosystem, Adelphic serves as a critical execution layer for brands and agencies seeking to activate data-driven, omnichannel campaigns with an emphasis on CTV and streaming environments. Its significance lies in its ability to bridge traditional TV buying with digital programmatic workflows, offering frequency management, audience targeting, and cross-screen measurement in a single platform — capabilities that have become increasingly important as media consumption continues to shift toward streaming and connected devices.