程序化广告
Viant
自助式程序化广告平台（Adelphic DSP），覆盖 CTV、移动、音频、户外等渠道，主打基于家庭身份图的去 cookie 寻址与一体化衡量。
主要用途
Viant's Adelphic platform is a self-service demand-side platform for buying programmatic media across connected TV, mobile, desktop, streaming audio, and digital out-of-home in one place. Instead of cookie-based targeting alone, it leans on a household identity graph to support people-based and cookieless addressability, so advertisers can manage reach and frequency across the screens a household actually uses. The platform bundles campaign planning, bidding, audience activation from first-party and partner data, supply-path controls, and measurement, including outcomes and incrementality reporting. It is positioned for mid-market brands and agencies that want omnichannel programmatic buying and unified reporting without operating multiple disconnected DSPs and measurement vendors.
所在链路
Viant sits at the campaign-launch stage of programmatic, executing cross-channel media buys and measuring outcomes against first-party audiences.
核心功能
- Adelphic DSP for CTV, mobile, desktop, audio, and DOOH buying
- Household identity graph for people-based, cookieless targeting
- First-party and partner data onboarding and activation
- Cross-screen reach, frequency, and outcome measurement
- Supply-path optimization and inventory controls
适合谁用
- Mid-market advertisers running omnichannel programmatic campaigns
- Agencies consolidating CTV and digital buys into one DSP
- Teams preparing for cookieless, identity-based addressability
新手提示
- Start with clear audience definitions and first-party data; identity-based buying is only as good as the inputs.
- CTV minimums and inventory differ from open-web display — plan budgets per channel rather than as one pool.
- Use its built-in measurement to validate incrementality instead of judging CTV on click metrics alone.