Adelphic, a Viant-owned self-service platform for cross-channel programmatic advertising, has teamed up with online media verification firm DoubleVerify to add pre-bid viewability and brand safety targeting to its platform.

Through Adelphic’s integration with DoubleVerify’s pre-bid viewability tools, its clients are able to measure viewability rate and make a judgement on whether content is brand safe across display and video on mobile and desktop. In addition, DoubleVerify’s fraud/SIVT (sophisticated invalid traffic) detection tools will enable Adelphic to track non-human traffic.

“The addition of DoubleVerify to our platform reflects our continued investment in technology that streamlines pre-bid targeting through real-time evaluation of web and app data based on factors including viewability, brand safety, ad fraud, traffic ad quality, context and player size,” said Jeremy Haft, national vice president at Adelphic. “With DoubleVerify’s granular pre-bid tools integrated into our people-based DSP, Adelphic is optimising cross-channel and cross-device client campaigns, ensuring they can reach the right audiences while running on brand-safe inventory.”