Adelphic for People-Based Programmatic Across Every Screen.
Adelphic is a people-based omnichannel DSP — built to reach real people across display, video, CTV, audio and mobile rather than chasing cookies channel by channel. We plan, buy and optimise through Adelphic so your programmatic reaches the same person coherently across screens, optimised to outcomes instead of fragmented per-channel impressions.
Reaching a Person, Not a Pile of Cookies
Adelphic's distinguishing idea is people-based programmatic: reaching a real person consistently across all their screens — display, video, connected TV, audio, mobile — rather than buying disconnected impressions against cookies that fragment the same person into many. In a world where cookies are decaying and people move fluidly between devices, that people-based, cross-device approach is genuinely valuable, because it lets you reach and frequency-cap an actual person across channels instead of treating each device as a stranger.
But the people-based capability only pays off when it's run as omnichannel programmatic rather than as several disconnected channel buys that happen to share a platform. The value is in the coherence — one person reached across screens, with frequency managed and the message coordinated across channels, optimised toward a real outcome. Run as siloed buys, Adelphic's cross-device strength is wasted; run as genuine omnichannel, it delivers the coordinated cross-screen reach that's the whole point of a people-based DSP.
We run Adelphic as genuine people-based omnichannel programmatic. We plan, buy and optimise across display, video, CTV, audio and mobile, reaching the same person coherently across screens and optimising to outcomes — not fragmented per-channel impressions. The point is coordinated cross-screen reach that performs, which takes running Adelphic as omnichannel, and exactly what we provide.
What Our Adelphic Management Delivers
Our Adelphic Process
1. Define the Audience & Goal
We define the people you want to reach and the outcome that matters, before buying anything.
2. Plan Omnichannel
We plan the buy across display, video, CTV, audio and mobile as one coordinated effort.
3. Reach People, Not Devices
We use Adelphic's people-based capability to reach real people across their screens coherently.
4. Coordinate & Frequency-Cap
We coordinate the message and manage frequency across channels, around the person.
5. Optimise to Outcomes
We optimise toward real outcomes, so the cross-screen reach is judged on performance.
Omnichannel Is Wasted as Siloed Buys
A people-based omnichannel DSP delivers nothing extra if it's run as a set of disconnected channel buys. The whole value of reaching a person across screens — coordinated messaging, managed cross-channel frequency, a coherent presence rather than scattered impressions — evaporates when display, video and CTV are bought in silos that don't know about each other. You'd have paid for an omnichannel platform and gotten siloed results, which is one of the most common ways the people-based promise goes unrealised.
Realising the promise means running Adelphic as genuinely omnichannel: planning across channels together, using the people-based identity to coordinate around the actual person, and capping frequency across screens so you don't batter someone on five devices. This coordination is a practice, not an automatic feature of the platform — the cross-device capability is there, but using it to deliver coherent cross-screen reach is the work that turns the capability into results.
We run Adelphic as the omnichannel platform it's meant to be. By planning across channels, coordinating around the person, and optimising to outcomes, we deliver the coherent cross-screen reach that's the point of people-based programmatic — rather than siloed buys that waste it. Omnichannel that actually coordinates is the point, and exactly what we deliver.
Reach the Same Person Across Every Screen
The promise of a people-based DSP is reaching the same person coherently across every screen. Delivering that takes running Adelphic as genuine omnichannel, coordinated around the person — which is exactly what we provide.
We run Adelphic as people-based omnichannel programmatic. By coordinating across screens and optimising to outcomes, we turn its cross-device capability into coherent reach that performs.
If your omnichannel buying is really siloed channel buys, the people-based promise is being wasted. We run Adelphic as genuine omnichannel — coordinating around the person across screens — so your programmatic reaches real people coherently and performs.
Frequently Asked Questions
Adelphic is a people-based omnichannel demand-side platform (DSP), part of Viant, built to reach real people consistently across display, video, connected TV, audio and mobile — rather than buying disconnected impressions against cookies. Its strength is cross-device, people-based reach, which matters increasingly as cookies decay and people move between screens.
People-based means reaching a real, identified person across all their devices and channels, rather than treating each cookie or device as a separate stranger. It lets you coordinate messaging and cap frequency around the actual person across screens — which cookie-based buying, fragmenting one person into many, can't do reliably.
Display, video, connected TV, audio and mobile — the major programmatic channels, run through one platform. The point is buying them as coordinated omnichannel reach around the person, not as siloed channel buys that happen to share a platform. Running them together is what realises Adelphic's people-based value.
Because the people-based value — coordinated messaging, managed cross-channel frequency, coherent cross-screen reach — only exists when channels are run together around the person. Run as siloed buys, you've paid for an omnichannel platform and gotten fragmented results. Coordination across channels is what turns the capability into performance.
Its emphasis on people-based, cross-device identity sets it apart — reaching real people across screens rather than relying on cookies. Other DSPs have different strengths and data. Which fits depends on your goals and audiences; we run programmatic for outcomes regardless of platform, choosing based on what performs for you.
Yes — CTV and audio are part of Adelphic's omnichannel offering, bought alongside display, video and mobile and coordinated around the person. Buying CTV and audio within a people-based DSP lets you reach streaming and audio audiences as part of one coherent cross-screen effort rather than as isolated channel buys.
Against real outcomes, not per-channel impression counts. Because the value is coherent cross-screen reach, we measure how the coordinated omnichannel effort performs against the actual goal — accounting for cross-device reach and frequency — rather than judging each channel in isolation, which would miss the point of people-based buying.
Ready to Get Started with Adelphic?
150+ D2C brands scaled. $500 Mn+ in tracked revenue. Since 2004.