Viant Technology said it has integrated DoubleVerify’s Inventory Quality Management system into its Adelphic advertising software.

Viant said the new integrations, which expands its work with DoubleVerify, provides an additional layer of support. Adelphic’s Inventory Quality Program provides brand safety controls and anti-fraud protection across all video formats including connected TV.

Also Read: DoubleVerify Stock Rises After Initial Public Offering

“Viant’s partnership with DoubleVerify underscores our long-standing commitment to delivering high-quality inventory to our brands and agencies,” said Jonathan Ahuna, senior VP of technical operations, Viant. “We are excited that this partnership will boost our existing brand safety and fraud prevention protocols across all Adelphic channels, including CTV, a big focus area for today’s marketer.”

Also Read: Viant Stock Jumps 90% After Initial Public Offering

DoubleVerify has recently detected and disrupted a series of ad fraud schemes that turned out to be related. Fraudsters are attracted to CTV because it is growing fast and carries a relatively high price per ad compared to other digital media. 

“Marketers are increasingly investing in CTV as an alternative to linear television,” said Steve Woolway, executive VP of business development at DoubleVerify. “Credible, independent measurement for channels like CTV is required to give brands and agencies confidence in their media investment. We are excited to provide Adelphic’s customers an added layer of insight and control when it comes to their media buying.”

In an uncommon move, an ad tech company, Viant, on Monday launched an ad campaign for itself touting its programmatic platform.

The ads tout customer satisfaction with Viant’s Adelphic platform and the way it is easy for clients to use with commercials, employing the tagline “Programmatic advertising doesn’t have to be that hard.”

Viant has doubled its ad budget for June, adding the TV buy to the digital advertising it has been doing.

This is a pivotal year for Viant, which bought itself from Meredith Corp. Meredith acquired Viant when it bought Time Inc.’s assets. Last year sales were up 50% but the company is aiming to be better known as it competes with larger rivals, said Jon Schulz, CMO at Viant.

“Everybody knows who Google is. Most people in our industry know who The Trade Desk is. Adelphic is a little more niche-y and a little bit more of a challenger brand so we just need to elevate that,” Schulz said, adding that the campaign’s goals were primarily to build awareness and recognition.

The pandemic ruined Viant’s plans to shoot commercials. Instead it used stock footage and animation to tell the story about how its subscription pricing model can save clients money as they increase spending. 

And it had video of clients giving testimonials on behalf of Adelphic that it shot at the beginning of March. The footage was supposed to be used as web content. Instead, Viant added a voice over and cut into three commercials emphasizing customer satisfaction. 

“Our subscription pricing and strong customer satisfaction are two of the key reasons why we’re winning business and growing,” he said. 

Being unable to shoot a commercial might have prevented Viant from overthinking the campaign, Schulz said. “When you see the ads, they're pretty straightforward, they're pretty on the mark and I think the core message will be communicated very effectively.”

Viant is looking to reach marketing and media executives in general and media buyers and programmatic traders in particular. 

The commercials will run on Bloomberg during its evening technology show, on CNBC and Fox business in Atlanta, Birmingham, Boston, Chicago, Dallas, Denver, Los Angeles, Minneapolis and Seattle. They will also appear on local cable and broadcast via WideOrbit.

As an ad tech company, Viant is not only running ads but tracking them to see where they’re running, if its target households are exposed to the campaign and if viewers initiate searches or go to the company’s website to find out as a result.

Schulz said the ads are the first phase of the company's plans for the balance of the year.

Adelphic, a mobile and cross-channel demand-side platform that counts Google Ventures among its backers, said it has inked a deal with LiveRail (now part of Facebook) to bring connected TV ad inventory to programmatic buyers.

Adelphic said the linkage will enable its clients, which include trading desks, to buy ads programmatically to consumers who use connected TVs and integrate that inventory into their multi-channel campaigns. About 138.8 million U.S. consumers will tap into a connected TV at least once per month this year, according to eMarketer.

Matching programmatic buying to connected TV platforms will give media buyers greater transparency into consumer preferences and purchase behavior, while giving programmatic buyers the ability to modify their bid prices for different consumer groups in real-time.

“By working with LiveRail and incorporating CTV inventory into our platform, our clients will have an unprecedented ability to influence consumer behaviors throughout the path to purchase, starting in living rooms and continuing to, and through, retail environments,” said Michael Collins, CEO of Adelphic.    

Founded in 2011, Adelphic is funded by Matrix Partners, Blue Chip Venture Company and Google Ventures. It has raised about $23 million, according to CrunchBase.