Adelphic, a subscription-based, cross-channel DSP, announced on Wednesday it was extending its partnership with Integral Ad Science (IAS) to give advertisers a pre-bid keyword customization solution. Advertisers will be able to filter ad inventory by avoiding specific keywords within a URL string — reducing the potential for ads to appear in environments deemed unsafe or unsuitable by the brand.

Why we care

The integration of IAS’s pre-bid keyword customization tool into Adelphic’s programmatic ad platform aims to give advertisers a new level of brand safety and better ROI by reducing the number of impressions wasted on ads that appear in unsuitable environments.

IAS reports advertisers list, on average, 487 keywords on a single blocklist and that, according to its global ad data, several brands utilize multiple blocklists per an ad campaign. The company says it blocked 9.8 billion impressions in a single year based on keyword brand safety concerns. Having a brand safety solution that helps advertisers avoid potentially hazardous environments gives brands an added layer of confidence, especially those with comprehensive blocklists attached to multiple campaigns.

More on the news

  • Adelphic is owned by the adtech company Viant.
  • Adelphic’s partnership with IAS started in 2016, with the introduction of a pre-bid targeting solution from IAS that was integrated into the Adelphic platform.
  • IAS is an ad verification platform for advertisers and publishers that was founded in 2009 and is now part of the Vista Equity Partners portfolio.

About The Author

Amy Gesenhues is a senior editor for Third Door Media, covering the latest news and updates for Marketing Land, Search Engine Land and MarTech Today. From 2009 to 2012, she was an award-winning syndicated columnist for a number of daily newspapers from New York to Texas. With more than ten years of marketing management experience, she has contributed to a variety of traditional and online publications, including MarketingProfs, SoftwareCEO, and Sales and Marketing Management Magazine. Read more of Amy’s articles.