• by Tyler Loechner  @mp_tyler, October 23, 2013

Targeted mobile advertising company Adelphic on Wednesday announced the addition of mobile video inventory to its demand-side platform (DSP). This means that agencies and brands using Adelphic can now buy mobile video ads programmatically.

Michael Collins, Adelphic's CEO, stated that the company's brand and agency partners have been increasing spend on mobile video. He believes opening it up for programmatic trading will increase the "efficiency and effectiveness" of the ad format.

Adelphic's inventory supply partners at launch include BrightRoll, LiveRail, Vdopia and MoPub. Adelphic claims that over one billion mobile video ad impressions will be available each month for real-time bidding (RTB).