Adelphic

Independent DSP focused on cross-channel TV and digital convergence before acquisition by Viant

Adelphic was an independent demand-side platform (DSP) that provided programmatic advertising solutions across television and digital channels. Founded in 2011, the company positioned itself as a technology provider enabling advertisers and agencies to plan, buy, and measure campaigns across multiple screens including connected TV, mobile, desktop, and traditional linear television. The platform emphasized cross-channel campaign management and audience targeting capabilities. In June 2017, Adelphic was acquired by Viant Technology (formerly Myspace) for approximately $58 million. Following the acquisition, Adelphic's technology and team were integrated into Viant's advertising platform. The Adelphic brand and distinct product offering were eventually absorbed into Viant's DSP offering, with Viant leveraging Adelphic's TV and cross-channel capabilities to enhance its own programmatic advertising solutions. Adelphi's legacy in the AdTech space centered on its early focus on converged TV and digital advertising, helping to bridge traditional television buying with programmatic methods. The company served agencies, brands, and media companies seeking unified campaign management across fragmented media landscapes. Its acquisition by Viant represented consolidation in the DSP market as larger platforms sought to expand their cross-channel capabilities.