Adelphic and VivaKi Build Unique Mobile Audience Targeting Platform

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Partnership to help address the unique challenges of the mobile RTB space.

“We are proud to partner with VivaKi. Together, we will offer Publicis Groupe agencies the advantage of scaled audience targeting and efficient optimization across all forms of mobile inventory" -- Jennifer Lum, Adelphic Co-founder

VivaKi, a global leader in digital advertising solutions, and Adelphic, creator of a breakthrough platform for targeted mobile advertising, have announced a partnership to enhance VivaKi’s Audience on Demand™ (AOD) Mobile platform.

In 2011, VivaKi took an early lead in developing a mobile product for the programmatic buying environment. In the development process, the team uncovered various industry gaps and certain challenges such as advanced targeting, tracking and measuring ROI, creative standardization and privacy compliance – all challenges that prevented programmatic mobile from scaling.

To address these gaps, VivaKi designed a unique mobile solution and chose mobile DSP provider Adelphic - a VivaKi Ventures partner who has worked closely with VivaKi to solve for differentiated market access to data and inventory, and consumer-friendly view on privacy compliance.

The partnership allows VivaKi’s AOD Mobile to push innovation and capabilities in addressable mobile marketing. VivaKi selected Adelphic, in part, for its intellectual property around privacy safe user identification and use of data that is interconnected with exchange, network and publisher direct inventory.

“We are excited to partner with Adelphic to further evolve our proprietary approach to driving mobile audience buying,” said Jason Pope, VP of AOD Mobile. “Our hope is that this new blueprint for mobile audience buying will better leverage data that’s inherent to the ecosystem.”

By leveraging Adelphic’s strong foundations, VivaKi is implementing its design for a mobile-centric solution that brings mobile addressability to new heights and solving for features around location optimization, conversion tracking, rich media adoption and more.

Adelphic and VivaKi are co-developing custom segmentations based on behaviors specific to mobile consumers, which goes beyond the cookie for mobile targeting – a task that will allow programmatic mobile to grow exponentially.

“We are proud to partner with VivaKi, which has emerged as a leader in planning and buying mobile media. Together, we will offer Publicis Groupe agencies the advantage of scaled audience targeting and efficient optimization across all forms of mobile inventory,” said Jennifer Lum, Co-founder of Adelphic. “The industry is realizing how important mobile is in the overall media mix.”

About VivaKi:
VivaKi was established in 2008 to accelerate the digital transformation and expertise of Publicis Groupe and its agencies. Today we are the global leader in digital advertising solutions, working with the world's leading organizations to help them navigate the evolving and chaotic consumer landscape. We achieve this by scaling the products and solutions clients need today, while incubating the tools they will need tomorrow.

About Adelphic:
Adelphic Inc. is a leader in targeted mobile advertising. Adelphic’s powerful Predictive Data PlatformTM and intelligent AudienceCubeTM deliver unparalleled results for advertisers and publishers. Founded in 2010 by mobile industry veterans from companies such as Apple, Quattro Wireless and Millennial Media, Adelphic is backed by Matrix Partners and Google Ventures.

To learn more about Adelphic and its plans to shape the future of mobile advertising, please visit or @AdelphicMobile.

Contact Information:
Jennifer Lum

Mary DeBrunner

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