Adelphic
Adelphic is an autonomous advertising demand-side platform, now part of Viant Technology, that uses its patented Household ID graph and IRIS_ID content intelligence to deliver AI-driven programmatic and CTV campaign execution for major brands and agencies.
- Company typePrivate
- Founded2010
- HeadquartersIrvine, United States
- Headcount11–50
- GTM typeB2B
- OfferingSoftware
What Adelphic does
Adelphic, founded in 2010 and headquartered in Irvine, California, operates an autonomous advertising platform that functions as a demand-side platform (DSP) for brands and agencies executing cross-channel programmatic campaigns. The company is referenced as part of Viant Technology's product suite, suggesting it has been integrated into a larger publicly traded ad-tech organization. Its core technology centers on a patented Household ID graph that achieves an 80% addressability rate, materially outperforming The Trade Desk (~20%) and LiveRamp (30-35%), and on IRIS_ID, a content-intelligence layer purpose-built for Connected TV (CTV) targeting and measurement.
The platform's product surface comprises AI Bidding (an automated programmatic bidding engine with 85% adoption among current clients and 40% cost savings), the newly launched "Outcomes" autonomous ad product (Q4 2025) for end-to-end AI-driven campaign management, and IRIS_ID for CTV-specific audience and content optimization. These capabilities are positioned against incumbent platforms from Google, Meta, and Amazon, with documented competitive wins such as the Molson Coors enterprise account.
Adelphic generates revenue through programmatic advertising spend processed via its DSP, employing an enterprise field-sales go-to-market motion targeting major brands and agencies. The customer base is horizontally segmented across enterprise advertisers seeking advanced programmatic capabilities, particularly in CTV. Pricing is not publicly disclosed, consistent with enterprise DSP norms where contracts are negotiated on spend volume and feature scope. The firm has raised approximately $23.3 million in disclosed funding across four rounds between 2011 and 2014, with strategic participation from Google Ventures.
Adelphic firmographics
Firmographics- Name
- Adelphic
- Website
- https://adelphic.com
- Company type
- Private
- Founded year
- 2010
- Operating status
- Operating
- Headcount range
- 11–50 employees
- Short description
- Adelphic is an autonomous advertising demand-side platform, now part of Viant Technology, that uses its patented Household ID graph and IRIS_ID content intelligence to deliver AI-driven programmatic and CTV campaign execution for major brands and agencies.
- Ownership category
- akta.pro rank
Adelphic industry classification
Industry- Product category
- Programmatic Advertising Platform
- NAICS
- Media Buying Agencies (541830), Media Buying Agencies (54183)
- SIC
- Services-Prepackaged Software (7372), Services-Advertising (7310)
- akta.pro primary industry
- Demand-Side Platforms (DSP) (BPAMALAB)
- akta.pro secondary industries
- Programmatic Display & Video (DSP/RTB) (BPAFACAC), Programmatic Display & Retargeting (DSP) (MPAAACAE)
Keywords
Where Adelphic is headquartered
LocationHeadquarters
- HQ city
- Irvine
- HQ country
- United States
- HQ region
- North America
Markets served
Adelphic business model
Business model- GTM type
- B2B
- Offering type
- Software
- Cost components
- Technology or R&D, Personnel, Marketing or Sales, Operations
Revenue model
- Programmatic Advertising Platform: Demand-side platform (DSP) providing autonomous advertising technology for brands and agencies to execute targeted campaigns across channels including CTV.
Go-to-market motion1 record
Distribution channels1 record
Marketing channels1 record
Adelphic product offering
Product offeringCore offering
Adelphic is a demand-side platform (DSP) offering an autonomous advertising platform that enables brands and agencies to plan, execute, and measure cross-channel programmatic campaigns. The platform combines patented Household ID targeting technology (achieving 80% addressability), AI-powered bidding optimization (85% client adoption, 40% cost savings), IRIS_ID content intelligence for CTV, and the newly launched Outcomes autonomous ad product for automated campaign management.
Product overview
Adelphic is a single unified autonomous advertising platform offered by Viant Technology. The platform integrates Household ID technology for addressable targeting (achieving 80% addressability), AI Bidding for automated campaign optimization, and the newly launched Outcomes autonomous ad product. IRIS_ID content intelligence supports CTV advertising capabilities, providing an integrated solution for advertisers seeking to move away from traditional platforms like Google, Meta, and Amazon.
Differentiator
Problem solved
Functional benefit
Quantifiable outcome
- 40% cost savings through AI Bidding
- +2 more outcomes
Companies that use Adelphic
Customer profileNamed customers1 record
Segments1 record
Ideal customer profiles1 record
Adelphic technology and API
TechnologyTechnology focussed Yes
API detail
- Has API
- No
- API docs
- API detail
Core technology
AI maturity
App detail
AI capability3 records
Feature4 records
Adelphic partnerships and signals
Strategic signalScale indicators3 records
Recent moves6 records
Expansion highlights4 records
Adelphic competitors and assessment
Company assessmentDirect peers
- The Trade Desk: Leading independent demand-side platform for programmatic advertising. Adelphic directly benchmarks against The Trade Desk on addressability (20% vs. Adelphic's 80%), making it the most cited competitive comparator in Adelphic's positioning.
- LiveRamp: Identity resolution and data collaboration platform used across the adtech ecosystem. Adelphic's Household ID is positioned as a direct alternative to LiveRamp's RampID, which is cited at 30-35% addressability versus Adelphic's 80%.
- Magnite: Independent sell-side platform with growing CTV programmatic capabilities. Magnite competes with Adelphic on the CTV demand side and represents a relevant independent adtech peer.
- MediaMath: Independent enterprise DSP with omnichannel programmatic capabilities. MediaMath is a directly comparable independent DSP serving brand and agency customers with similar autonomous-buying functionality.
Broad incumbents
- Viant Technology: Parent company of Adelphic and a publicly traded programmatic advertising platform. Viant operates the broader Household ID-based DSP stack of which Adelphic is the unified platform brand.
- Amazon DSP: Walled-garden demand-side platform from Amazon. Adelphic explicitly positions itself as an alternative to Amazon (alongside Google and Meta) for advertisers seeking independent programmatic buying.
- Google Display & Video 360: Google's enterprise DSP within Google Marketing Platform. Adelphic names Google among the walled-garden incumbents it competes against for major brand advertising budgets.
- Yahoo Ad Tech (Taboola/Verizon Media): Broad adtech platform with DSP, SSP, and identity capabilities. Yahoo Ad Tech overlaps with Adelphic on independent programmatic buying for major brand advertisers.
Emerging players
- StackAdapt: Multi-channel programmatic DSP with strong native and CTV capabilities. StackAdapt is a comparable mid-sized independent DSP competing for the same enterprise and mid-market advertiser base.
- Criteo: Commerce media and retargeting-focused adtech platform. Criteo competes with Adelphic in parts of the programmatic display and retargeting stack, especially for retail and commerce advertisers.
Market position
Strengths5 records
Weaknesses5 records
Competitive moat4 records
Key risks6 records
Key highlights6 records
Customer concentration
Adelphic social profiles
Digital presenceAdelphic financial estimates
Financial estimateRevenue estimate
Valuation estimate
Adelphic leadership team
Management profileNumber of profiles
Profiles1 record
Adelphic funding detail
Funding detailFunding overview
Funding rounds4 records
Investors5 records
Funding detail is available on the Subscription and Enterprise plan.Contact sales →
Adelphic M&A and investment
M&A and investmentM&A
Investments
M&A and investment is available on the Subscription and Enterprise plan.Contact sales →
Frequently asked questions about Adelphic
What does Adelphic do?
Adelphic is a demand-side platform (DSP) offering an autonomous advertising platform that enables brands and agencies to plan, execute, and measure cross-channel programmatic campaigns. The platform combines patented Household ID targeting technology (achieving 80% addressability), AI-powered bidding optimization (85% client adoption, 40% cost savings), IRIS_ID content intelligence for CTV, and the newly launched Outcomes autonomous ad product for automated campaign management.
When was Adelphic founded?
Adelphic was founded in 2010. It employs 11 to 50 people.
Where is Adelphic based?
Adelphic is headquartered in Irvine, United States, in the North America region.
How does Adelphic make money?
One revenue line is on record: programmatic Advertising Platform.
Who are Adelphic's main competitors?
Direct peers on record are The Trade Desk, LiveRamp, Magnite and MediaMath. Broad incumbents are Viant Technology, Amazon DSP, Google Display & Video 360 and Yahoo Ad Tech (Taboola/Verizon Media). Emerging players are StackAdapt and Criteo.
Does Adelphic have an API?
No public API is recorded for Adelphic.
What industry is Adelphic in?
Adelphic's product category is Programmatic Advertising Platform. Its primary akta.pro industry code is BPAMALAB, Demand-Side Platforms (DSP), with a secondary code of BPAFACAC, Programmatic Display & Video (DSP/RTB). Its NAICS code is 541830 and its SIC code is 7372.