Adelphic

Independent DSP focused on transparency and ease-of-use before acquisition by Viant

Adelphic was an independent demand-side platform (DSP) that provided programmatic advertising technology for agencies, brands, and trading desks. The company offered a self-service platform that enabled advertisers to plan, buy, and optimize digital advertising campaigns across display, video, mobile, and connected TV inventory. Adelphic differentiated itself through its focus on transparency, data integration capabilities, and user-friendly interface designed for both technical and non-technical users. In August 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 people-based advertising platform. The Adelphic brand and platform were eventually absorbed into Viant's unified DSP offering, which combined Adelphic's programmatic capabilities with Viant's proprietary identity graph and household-level targeting data. Alphic's legacy lives on through its contribution to Viant's current platform capabilities, particularly in areas of campaign management, cross-channel buying, and programmatic optimization. The acquisition strengthened Viant's position in the programmatic advertising market and expanded its self-service DSP capabilities for agencies and advertisers.