Adelphic, a programmatic advertising platform owned by Time Inc’s Viant, has added viewability verification from analytics company Integral Ad Science (IAS) – and seen video viewability climb ‘as high as 70 per cent’ as a result.

The offering, available omni-channel across Adelphic’s supply partners, enables marketers to reach audiences via video, display and native on both mobile and desktop. It adds to previous integrations for brand safety, viewability, fraud prevention and overall ad traffic quality verification, resulting in ‘a comprehensive targeting and measurement solution’.

“Our clients are consistently focused on performance and quality, but with a more streamlined workflow that significantly reduces the time it takes to launch campaigns,” said Tim Vanderhook, CEO at Adelphic’s parent company Viant. “Adding IAS pre-bid viewability and reporting metrics to the Adelphic dashboard further enhances our people-based DSP, which is capable of running cross-channel campaigns that reach more than 1 billion consumers worldwide.”

Adelphic and IAS say they have closed the loop between targeting and measurement, with the introduction of the streamlined workflow for programmatic advertising, while reducing the number of steps to optimise campaigns.

“As Integral Ad Science expands and enters new markets, our focus is to continue offering our customers unique capabilities that ensure their campaigns are reaching the right people in the right environments,” said Harmon Lyons, SVP for business development and platform solutions at Integral Ad Science.