JUICE Mobile, the leading mobile programmatic and technology firm, and Adelphic, the leading mobile and cross-channel demand side platform, today announced an industry-transforming partnership. In a market first, Adelphic has integrated JUICE Mobile’s Nectar® Futures platform into its own platform. Placing two programmatic buying methodologies under one roof, with a seamless single sign-on experience, allows mutual clients to easily switch between the two options.
Adelphic CEO Michael Collins says, “Adelphic is proud to offer our clients the convenience this partnership will facilitate. From securing buys in advance to locking in pricing, plus access to premium publishers in an aggregated environment, our integration with Nectar makes life easier for our clients who are looking for transparent, one-stop shopping for all their mobile inventory buys.”
Adelphic’s platform is used by trading desks at all the major advertising holding companies and is international in scope. The Nectar platform is also used by all major agency holding companies and over 1,500 premium publishers. Launched in 2013, Nectar is the world’s first platform to offer guaranteed buying of premium mobile inventory, while Nectar Futures is the industry’s first futures market. Any Adelphic client can access the Nectar platform through their Adelphic interface by request to either Adelphic or JUICE Mobile.
“Increasingly, clients are looking to supplement their real-time buying with guaranteed buys into the future. The addition ofNectar to the Adelphic platform will allow these two buying methodologies to co-exist behind one single sign-on. This reduces the number of independent platforms a trading desk has to use while simultaneously reducing the amount of manual workneeded to secure direct guaranteed inventory from premium publishers,” explains JUICE Mobile CEO Neil Sweeney. “By Adelphic integrating Nectar into its platform, our mutual clients can easily toggle between the two buying methodologies.”
“We’re excited to now have access to Nectar Futures through the Adelphic DSP on behalf of our Dentsu Aegis Network clients. The ability to secure premium, guaranteed mobile inventory upfront within a programmatic platform that we are already very well-versed in is big for us,” said Adam Luther, Associate Director at Amnet Group, US. “Due to the shift in consumers’ media consumption habits, mobile strategy is more important to our advertisers now than ever before. The added flexibility that this integration provides is a welcome addition to the options currently available in the market.”
Adelphic is the leading mobile and cross-device demand side platform. Adelphic provides an enterprise-ready software solution for agencies, brands and other large media buyers to make meaningful engagements with consumers on the move. The company’s platform is fully RTB-enabled and delivers global scale through access to all leading inventory providers. Adelphic’s patented technology overcomes the limitations of user identification in mobile and across networked devices, yielding rich, nuanced portraits of real consumers. Founded in 2011, Adelphic is funded by Matrix Partners, Blue Chip Venture Company and Google Ventures. For more information, visit adelphic.com.
Founded in 2010, JUICE Mobile is a leader in developing mobile advertising and programmatic technology. Dedicated exclusively to the mobile advertising market, the company works with world renowned advertisers and premium publishers. Nectar® is the world’s first platform to offer guaranteed buying of premium mobile inventory. Nectar® combines the efficiency and scale of RTB with the visibility and control of direct sales, offering brands and publishers a more innovative marketplace. Nectar® Direct allows one-off guaranteed future buys to complete or fill in unexpected or unforeseen gaps in a client’s inventory, while Nectar® Futures is the industry’s first futures market – empowering advertisers to secure large blocks of premium, guaranteed mobile inventory for the future.