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ACR: Unsure What it Means? Viant Offers a Guide for Marketers

ACR stands for automatic content recognition. It’s in phone apps like Shazam that can identify any song in seconds. It can identify videos, as well, and it’s increasingly important to video marketers. To spell out why, advertising technology company Viant (which is owned by Time Inc.) has released a guide spelling out everything marketers need to know.

The most popular TV shows based on how much money you make

Which TV shows are most popular across different household incomes? And what shows prove more popular in certain income groups Business Insider partnered with Viant, a Time Inc.-owned advertising technology company, which analyzed viewing on smart TVs and cross-referenced that data with credit reporting company Experian to find the shows that indexed the highest in the following household income levels: less than $50,000; $50,000 to $75,000; $75,000 to $125,000; and more than $125,000.

A Guide To All-Knowing Content Recognition Tech

Viant, a unit of Time Inc. says that it has the inside track on connecting which viewers are connected to which other devices. It’s just put on out an Introductory Guide To TV ACR that gives a pretty good overview of where the business of that kind of advanced measurement and tracking is going.

Time Inc. Enjoys Growth In Native And Programmatic Revenue

Time Inc. sees three key areas providing organic digital growth: native, video and “third-party digital” – its programmatic tech. By acquiring Viant and Adelphic, Time Inc. has been able to spur digital growth. Digital advertising revenues grew 63% in the fourth quarter. Without Viant, it would have grown just 15%.

Top Tips To Drive Targeted E-Commerce Traffic

All retailers need to prioritize data collection and analysis to optimize e-commerce experiences for the consumer. Rick Bruner, VP of Research & Analytics at Viant, recommends that brands rely on more than just demographic data when targeting customers and offers highlights from Viant’s study, “Examining the Three Heaviest Spending Retail Shoppers.”

Study Explores ‘Anatomy Of An Auto Shopper’

Luxury car drivers do not behave the same way as drivers in other segments when they are off the road, according to Viant’s new report, The Anatomy of an Auto Shopper. “Retail habits can often surprise even the most seasoned advertising professional. It definitely pays to do your homework here,” says Viant CMO Jon Schulz. Viant’s report goes beyond retail habits, covering make/model/brand affinities as well as TV and CPG habits of auto shoppers.

(VIDEO) Time Inc.’s Hammerman Blends Human Ad Sales With Self-Serve Automation

“Now we have cross-device powered by Viant, we have measurement and metrics, and we have it in a self-serve platform with Adelphic,” says Time Inc.’s VP, Judith Hammerman, in a recent interview with The Huffington Post.

Does People-Based Marketing Spell the End of the Cookie?

In place of the cookie, the study by Viant highlighted the rise of ‘people-based’ campaigns, which enable marketers to target users across multiple devices using registered user data and track the role of digital channels in offline sales – an activity impossible to achieve with the former tech. At a time when $7.2 billion globally has been wasted on fraudulent advertising, it’s more important than ever to get things right.

Half of Marketers Predict the Death of the Cookie by 2018

Over half of marketing managers believe cookie-based advertising campaigns will die out within the next 12 months, according to a new report from Viant. The study of 251 brand-side marketing managers in the UK revealed a collective move towards a so-called ‘people-based marketing’ approach. Unlike cookies, people-based campaigns give marketers the ability to advertise to real people linked across multiple devices using registered user data.

Marketers predict death of cookie-based advertising by 2018

As marketers turn away from cookie-based campaigns, 83% say people-based campaigns perform better, said the Power of the People report published by Time Inc’s ad tech company Viant. “This research data shows that marketers’ faith in the cookie is crumbling,” Toby Benjamin, vice-president of platform partnerships at Viant. “I’m optimistic that we will see a real shift in attitudes towards digital marketing in the UK over the next few years.”

DMP Adoption Is On The Rise, But Challenges Remain

One big reason behind why Time Inc. and Viant’s recent acquisition of Adelphic is appealing is that it lowers the by side’s over-dependence on Facebook and Google, Reinders said. “Marketers need scalable, people-based advertising solutions outside of the walled gardens,” she said.

(VIDEO) Time Inc’s Viant Buys Mobile DSP Adelphic in Big Ad Tech Expansion Move

“One of the things we had heard from a lot of different marketers is that they want to be able to extend … not just through a managed service but also through a self-service interface,” said Viant’s CRO, Jeff Collins. “That’s really why we acquired Adelphic – Adelphic adds that self-service layer we’ve been looking for.”

Time Inc’s Viant Buys Mobile DSP Adelphic in Big Ad Tech Expansion Move

Earlier this week, Viant announced it is buying Waltham, MA-based Adelphic, a six-year-old demand-side platform for ad buyers. But why? In this video interview with Beet.TV, Viant chief revenue officer Jeff Collins says Viant made the buy to move ad-tech in to the software-as-a-service realm.

Time’s Viant buys ad tech veteran Adelphic, creating ‘first DSP owned and operated by a people-based marketer’

With its database of a billion registered users worldwide, Viant is now ready to challenge the kings of people-based advertising: Google and Facebook.

Time Inc.’s Viant is buying programmatic platform Adelphic

By combining Viant and Adelphic’s capabilities, Time will have the pieces in place for a well-rounded in-house private marketplace that can leverage user insights from Viant, automated programmatic buying from Adelphic and the entire marketplace will be cross-channel because Viant is a cookie-less technology.

Viant Announces the Acquisition of Adelphic

Viant, an advertising technology company, has announced that it will acquire cross-channel advertising platform Adelphic. The autonomous execution and media planning tools of Adelphic along with its customer reach across formats and screens will reinforce the analytical offerings of Viant.

Time Inc.’s Viant: ‘People-Based’ Doesn’t Have To Mean ‘Walled Garden’

In acquiring Adelphic, Viant hopes to create a “people-based DSP” that combines media execution with deterministic data from parent company Time Inc. AdExchanger caught up with Viant co-founders Tim and Chris Vanderhook to talk about how Time Inc. might bring its ad tech vision to life.

Time Inc’s Viant acquires mobile DSP Adelphic

In a statement, Time Inc claimed that Adelphic’s self-service programmatic capabilities would bolster Viant’s “people-based offerings”. Through a combination of Time Inc and Viant’s first-party user data, it claims the new DSP offering will allow brands to reach more than a billion consumers worldwide.

Time Inc.’s Viant Acquires Programmatic Ad Tech Company Adelphic

While Viant specialises in people-based programmatic advertising, which focuses on building out individual customer profiles rather than cookies, snagging Adelphic’s tech gives the publishing company its very own mobile, cross-channel Demand Side Platform (DSP).

Time Inc.’s Viant to stretch programmatic advertising wings with purchase of Adelphic

Time Inc-owned Viant has agreed to purchase programmatic advertising platform Adelphic, broadening the scope of the advertising tech firm’s operations. The takeover is expected to conclude by the spring and will give Viant access to Adelphic’s demand-side tools which enable brands to perform sharper cross-device targeting.

Time Inc.’s Viant buys ad tech company Adelphic

“We know that in addition to premium content, advertisers are looking for more efficient buying processes for digital audiences. With Adelphic’s proven self-service capabilities, Time Inc and Viant will be able to deliver greater programmatic competencies and benefits to our partners,” Time Inc. president and CEO Rich Battista says.

Time Inc. subsidiary Viant to buy Waltham mobile ad startup

“Adelphic will bring superior media execution capabilities to Viant’s advertising cloud platform as one of the only DSPs (demand-side platforms) built mobile-first,” said Viant co-founder and CEO Tim Vanderhook in a statement. “This addition will give marketers and their agencies the globally scaled people-based platform they have been consistently asking from us.”

Time Inc.’s Viant buys digital ad startup Adelphic

Time Inc.’s Viant is buying Waltham digital advertising startup Adelphic Inc., which helps advertisers target mobile users by weaving together multiple sources of data about consumer behavior, the publisher said Monday.

Adelphic Is Getting Acquired by Time Inc.’s Viant

“We are very excited about the talent of the Adelphic team, especially the engineering and technology group which is primarily based in Boston,” Viant CMO Jon Schulz said. “We definitely see growth in this business through the unique combination of our capabilities and technology and the powerful proposition that offers to advertisers.”

Time Inc.’s Viant To Acquire Adelphic And Build A ‘People-Based DSP’

Adelphic will bring media execution to Viant’s ad cloud platform to give advertisers the “globally scaled people-based platform they have been consistently asking from us,” noted Viant CEO and co-founder Tim Vanderhook.

Time Inc.’s Viant Acquires Ad-Tech Company Adelphic to Beef Up Programmatic Advertising

“We know that in addition to premium content, advertisers are looking for more efficient buying processes for digital audiences,” Battista said in a statement. “With Adelphic’s proven self-service capabilities, Time Inc. and Viant will be able to deliver greater programmatic competencies and benefits to our partners.”

Viant To Buy Adelphic Platform

“This deal combines Adelphic’s proven suite of self-service execution tools that our clients want at their fingertips with an unmatched data layer of 1 billion registered users from Time Inc. and Viant,” Time Inc.’s President and CEO Rich Battista told Mobile Marketing Daily on Monday.

Time Inc-owned Viant acquires mobile ad company Adelphic

Viant has reached an agreement to buy Adelphic, an ad tech startup focused on mobile and cross-device targeting. The combination of Adelphic’s ad-buying tools with Time Inc. and Viant’s user bases will allow the companies to offer the first people-based DSP capable of reaching more than 1 billion consumers worldwide.

Viant Moves to Acquire Programmatic Advertising Platform Adelphic

“Adelphic will bring superior media execution capabilities to Viant’s advertising cloud platform as one of the only DSPs built mobile-first,” Tim Vanderhook, Viant co-founder and CEO, said in a statement. “This addition will give marketers and their agencies the globally scaled people-based platform they have been consistently asking from us.”

What’s The Potential For Programmatic Video?

“Clients and agencies are very keen on leveraging programmatic because of its efficiency, but for the publishers and content creators, it’s more about keeping the value of their content high and not allowing it to get commoditized,” says Viant’s CMO, Jon Schulz, about the challenges publishers face in programmatic video in MediaPost.

Experts Weigh In On Programmatic Video Advertising from CES 2017

Viant’s CMO, Jon Schulz, discusses the hurdles programmatic video has left to overcome and what advertisers can look forward to in 2017 in this interview with Video Amp at CES 2017.

Ev Williams Thinks Digital Advertising Is Broken. Here’s Why He’s Wrong.

Time Inc.’s EVP of business development Erik Moreno told Publishing Executive that with Viant’s ad technology and massive database, the publisher can abandon unreliable cookie-targeting and deliver ads to known individuals.

The Future of TV Advertising is People Based

How we measure TV advertising – and how those methodologies compare to those used in digital – continues to be one of the most contentious issues in the industry. Jeff Collins, CRO at Viant, says that TV’s panel-based measurement is no longer fit for purpose, and that the future is a people-based approach that looks at both engagement and data gleaned from ACR.

Should department stores talk less about Millennials and more about ‘heavy spenders’?

There’s more than one way to slice the demographics when it comes to identifying who is spending the most in department stores, according to a new study by Viant. Instead of focusing on Millennials as a sought-after demographic, the study sees focusing on specific shopper segments and recognizing “different personality types” as key to effectively serving customers.

First Party Data is Integral to Breathing New Life Into TV

As people spend increasing amounts of time getting the latest updates and content via their Facebook feeds and live streaming media on their phones and tablets, advertisers must use a much wider channel strategy to get their brand message in front of consumers. Learn more from Viant’s SVP of Sales, Erin Madorsky.

When even Frosted Flakes are political, where does that leave us as a country?

As trite as the subject matter seems, products have always been a way for people to politically identify themselves, even if the consumers weren’t doing so intentionally. A recent data analytics survey by the advertising technology company Viant discovered some of the more unlikely differences in the ways that Democrats and Republicans shop.

Digital Introverts, Dads Lead Department Store Spending

When it comes to shopping at department stores, it turns out three surprising groups — digital introverts who don’t like stores, dads, and people who prize easy parking — put all the rest of us to shame. While they account for just about 16% of the population, they do 44% of the spending at U.S. department stores each year, according to a new study from Time Inc.’s Viant.

Who’s Shopping In Department Stores Now?

A recent report by Viant, a subsidiary of Time Inc., breaks down in detail who precisely is shopping in department stores now. In the Viant report, they define Heavy Spenders as the top 40% of consumers ranked by amount spent in department stores in the last 90 days. If department stores can focus more on these consumers, they will enhance their sales per customer by gaining more dollars from these high-value customers.

Solving The Cross-Device Dilemma

“While cross-device technology enables marketers to link devices across screens, establishing attribution and maintaining a high level of accuracy with extensive reach can be difficult. The missing piece of the puzzle that is the cross-device dilemma is, and always will be, identity management through a people based approach,” writes Viant’s VP, Lara Mehanna.

Macy’s, Kohl’s And Nordstrom Shoppers: Who Are They Really?

New research from Viant, a people-based advertising technology company, provides insight into the buying habits and lifestyles of shoppers from three top national department stores: Nordstrom, Macy’s and Kohl’s. The company analyzed nearly three million U.S. residents and compared the data to other attributes, such as household incomes, television viewing behavior, grocery purchases and auto ownership.

Finding success in a constantly changing industry

“To succeed in ad tech, you must be able to find passion in your work, play to your strengths, sharpen your skills, step outside of your comfort zone, and build a strong network of diverse connections around you,” writes Viant’s VP of Product Marketing, Eden Orndorff.

‘The 30 second TV ad slot is not going anywhere’

At the second day of The Drum’s inaugural Programmatic Punch event in the U.S., panelists discussed the future of TV. Commenting on the ‘death of the 30 second ad slot’, Jeff Collins, Viant’s CRO, observed that speculation over the prospect has been around for 15 years, but noted that “the incentive to maintain that 30 second slot is going to be around for quite some time.”

Time Inc.’s Digital Advertising Revenue Increased 63% in the Third Quarter

“As we continue our aggressive transformation to a digital-first company, I am pleased with the strong growth of our digital advertising revenues and digital audiences in the third quarter. The integration of Viant, our proprietary targeting and data platform, into the overall Time Inc. go-to-market approach is bringing new, unique capabilities to our advertising partners, and beginning to yield incremental revenue across the portfolio,” said Time Inc. President and CEO Battista.

A Better Brand Experience Begins With Putting People First

“It is only with open, people-based marketing built on a foundation of real people that marketers can tell a cohesive brand story across channels, sequence the messaging, attribute the results, and give their consumers the best brand experience,” writes Viant’s VP of Enterprise Strategy, Ryan McGurk, on CMO.com.

Have U.S. Auto Sales Peaked? What’s Next?

“The automakers that are able to embrace new approaches, and see digital as a complement to their TV strategies, will have a leg-up on the competition. Although auto marketers may be in a peak market and are facing new challenges in the sales cycle, the consumer shift toward digital and the people-based approaches available make this cycle more of an opportunity than a struggle,” writes Viant’s CMO, Jon Schulz, in MediaPost.

Google Reports Record Quarter, Majority Of Revenue Still From Advertising

Google’s latest product announcements have been all about hardware and machine-learning technology, but Alphabet’s core company still has its financial teeth tightly locked onto search engine advertising. Jon Schulz, CMO of Viant, says, “With deterministic data, Google doesn’t need to rely on cookies for targeting, allowing it to pinpoint consumers with a much higher level of accuracy on mobile.”

Google beats earnings forecasts on mobile ads, YouTube and a wisp of cloud

“Google hopes this approach will help it to compete more aggressively against Facebook on mobile, as marketers increasingly invest in the channel,” Jon Schulz, chief marketing officer of the ad tech firm Viant Technology LLC, said in an email. “It is a smart move for Google.”

Time Inc. Receives Q1 Revenue Boost From Viant, Launches People-Based Ads

Time Inc. is adding in Viant’s capabilities quickly. It has enabled its people-based platform across all Time Inc. properties, and marketers can buy using people-based data both on and off Time Inc.’s properties.

Which Shows Do Your Target Shoppers Watch? Viant Has the Answer

Marketing technology company Viant has released a fascinating study looking at the viewing habits, buying preferences, and racial breakdowns of department store shoppers. Using a pool of millions of consumers, it identified Nordstrom, Macy’s, and Kohl’s regulars, then looked for how each group was distinct. For marketers, the report offers a roadmap of where to spend video advertising dollars.

Retailers Need to Invest Heavily in First-Party Data and Technology to Create Personalized Customer Engagement

Embracing seamless cross-channel customer engagement is paramount for retailers, according to a new study from Viant. According to “The Anatomy of a Department Store Shopper,” which focuses on the shopping habits and lifestyles of consumers at three top national department stores−Macy’s, Nordstrom, and Kohl’s−the relationship between in-store purchasing and online purchasing is a very fluid one. As consumers increasingly embrace online shopping, retailers need to focus on creating a seamless brand experience.

AW Insider: Q&A with Rich Battista, President and CEO, Time Inc.

“Our acquisition of Viant enables us to target advertising down to the individual level and measure performance, including tracking in-store sales. Today, Time Inc. is the only premium content company that can do people-based targeting,” says President and CEO of Time Inc., Rich Battista, as he discusses how a digital transformation provides extraordinary opportunities for Time Inc.

10 Things You Never Knew about Nordstrom, Macy’s and Kohl’s

The options for maneuvering in the Amazon world seem fairly limited for department stores, but the picture is not as bleak as it seems. In the recent report “The anatomy of a Department Store Shopper” by Viant, a Time Inc. company, examines shopping habits of nearly three million U.S. shoppers and uncovers some surprising findings about Nordstrom, Macy’s and Kohl’s that highlight strengths and weaknesses, many of which are surprising.

Study shows retailers can keep customers loyal if they get cross-channel right

Retaining customers and increasing loyalty is hard in a world where consumers switch brands in a heartbeat. But there is some hope. A new study from Viant, released during AdWeek New York, provides a surprising statistic that could swing the needle in favor of the retailer.

Why There Are So Many Chevy Silverados Parked At Kohl’s

Whether a consumer shops at Nordstrom, Macys or Kohl’s says a lot about their lifestyle and other purchasing preferences, according to a study. Viant Technology’s new report, “The Anatomy of a Department Store Shopper,” investigates the shopping habits and offers insights into both online and offline behavior.

Lifestyles of the Aquisitive and Discerning

The advertising technology company uncovered the personal preferences of three consumer groups.

Growing Diverse Consumers in American Retail Stores [REPORT]

Viant announced the findings of its new report: The Anatomy of a Department Store Shopper. This new research offers key data and insights into the purchase and consumption habits of heavy shoppers from three top national department stores.

A People-Based Data Renaissance Is Underway — And It’s About Time!

In a world where consumers are fatigued by digital media and are even “switching off” to detox from digital, there is more of an imperative to make sure messages are made relevant and convenient each person behind a device. The more meaningfully a brand speaks directly to a consumer, the more likely the consumer will be to join the conversation — and ultimately, this conversation will only be developed through an understanding of each person’s unique online and offline personas.

Attribution Is Becoming More of a Priority for Marketers

“It’s really all about attribution and closed-loop measurement,” said Jon Schulz, CMO of ad tech firm Viant. “What am I getting? What’s working and what’s not working?” As interest in answering those questions climbs, so does adoption. eMarketer estimates more than half of US companies with over 100 employees will utilize multichannel attribution for their digital marketing efforts in 2017.

TAG Inaugurates New Era of Transparency in Digital Advertising with First Hundred Companies Approved for TAG Registry

The Trustworthy Accountability Group (TAG), an advertising industry initiative to fight criminal activity in the digital advertising supply chain, today opened a new era of transparency in digital advertising as it announced the first hundred companies, including Viant, to be approved for participation in the TAG Registry. TAG Registered companies have been verified as legitimate participants in the digital advertising industry through a proprietary background check and review process powered by Dun & Bradstreet and approved by TAG. Once registered, companies are awarded a TAG-ID, a unique global identifier that they can share with partners and append to their ads or the ad inventory they sell.

Does The Yahoo Acquisition Give Verizon Enough Clout To Elbow Its Way Into The Facebook/Google Duopoly?

“The combination of Yahoo and AOL on audience, content, ad tech and data creates an entity with considerable digital scale [and] in the end, using that to create deeper audience engagement and experiences will certainly get the attention of advertisers,” said Viant CMO Jon Schulz. “Advertisers benefit from choice and alternatives.”

Rebates, Simplification And Ad Blocking Emerge As Major Themes At Cannes

What a pleasure it was to be in the French Riviera once again for the annual Cannes Lions event, bringing together some of the best companies and minds in advertising, media and technology.

Automakers Need To Continue To Hone Hispanic American Efforts

Hispanic American consumers account for $27.9 billion in registered new vehicle transactions, representing 11% of the total market, and annually, the Hispanic population in the United States grows by about one million people. That’s according to Viant, a Time Inc. technology company, which commissioned Millward Brown Digital to survey 1,027 respondents for its 2016 Hispanic American Auto Buyers Report.

What’s Your Data Really Made Of?

On a grocery run, I was startled to discover that some of the food for sale wasn’t made entirely of “food.” I picked up a pack of what I thought was cheese, but after a quick look at the ingredients, I realized the cheese had been processed so much that it actually contained less than 50% natural ingredients.

How Data in the Age of the Customer Influences Advertising and Privacy

Advertising Studio enables you to securely connect your data in Salesforce to reach audiences through your DSP and DMP for display via our on-boarding partners, LiveRamp, Krux, Neustar, Viant, and, for email ads, LiveIntent. Because our number one value is Trust, we sat down with a few of these data on-boarding partners for a discussion on how data in the age of the customer influences advertising and privacy and what lies ahead for the industry.

Time Inc. Responds to Yahoo Acquisition Rumors, Lays Out Growth Strategy

Time Inc. opened its doors Tuesday to investors and journalists to unfurl its business strategy for the year. The major touch points related to areas of growth including native advertising, e-commerce, video, live events and its acquisition of Viant, which offers cloud-based technology for advertisers that includes targeting, programmatic and measurement capabilities.

Viant And Time Inc: ‘More Synergies Than We Expected’

Back in February, the remnants of MySpace ended up located at Time Inc,when the publisher acquired Viant, the advertising data company that was the latest owner of the once-mighty social network. But Time’s interest was about more than social. It was buying Viant because of its considerable bank of first-party data about consumers, also including in its Vindico, Specific Media and Xumo units.

Viant Bolsters Audience Targeting And Segmentation Capabilities With New Deterministic Partner Integrations

Viant, a Time Inc. ad-tech company, on Tuesday announced it’s beefing up the data available within its Identity Management Platform (IMP) which is part of the Viant Advertising Cloud. The new offering will focus on improving advertising effectiveness by using registered users, not cookies.

Digital Reboot? Check. Time Inc.’s Next Big Push Will Involve Mobile And Data

Since Time Inc.’s spinoff from Time Warner two years ago, CEO Joe Ripp has been beating the drum of transformation. With the February acquisition of Viant, Time Inc. will be able to append marketer data onto its mobile advertising. Marketers who want the data of a platform but the content of Time Inc. won’t have to choose.

CNX16: How Capital One and Luxottica Wrangle Data To Turn Up The Dial On CRM

More marketers are adopting data-driven tactics by blending their own first-party data with third-party sources. Financial services, for example, is undergoing major digital disruption, and banks are looking to translate direct-to-consumer marketing tactics to business constituents.

Ending a Reliance on Cookies and Walled Gardens for Good

As brands put more resources behind the acquisition and management of big data, marketers are feeling increased pressure to leverage this data to reach customers across the open web effectively. Throughout this process, several questions arise: where should the data come from? What are acceptable ways to collect and use the data? And how can we guarantee the data’s accuracy?

Brands that can master the magic of intent will be front of mind for consumers

Forget the research stage – brands need to reach consumers when they are first considering a purchase, and first-party data is the way to do it. Data worked its way into every session, panel and debate in all of its forms: as the disruptor of sectors, as the antidote to flailing marketing efforts, and as the passport to razor-sharp insights, argues Katie Field, UK MD at Viant.

Get Ready: NewFront Season Is Upon Us

During the first two weeks of May, old and new media companies alike will present their latest video programming and tech at the Interactive Advertising Bureau’s Digital Content NewFronts with the goal of hyping their content — and selling ads, of course.

Does MySpace Have Any Distribution Juice Left for Publishers?

Last month Time Inc. bought MySpace owner Viant in a move to, Time Inc. said, better target ads to audiences, tie consumers’ devices to the actual people and link ad spending with actual sales.

Experian launches PII-matching audience targeting platform to reach 85% of the US

In the new Audience Engine, brands and others can enrich customer profiles with various layers of PII-based data, and then anonymously target those same users online, in email or on addressable TV.

Shifting from Cookies to Real Voters: 2016 Presidential Election

By combining the precision a digital advertising campaign powered by first-party data to target individual voters, with the massive scale, and reach of traditional television to influence a wider demographic and create mass awareness, campaign strategists can rest assured their candidates’ messages are reaching audiences that matter.

Cookie-Based Modelling is a Thing of the Past: Q&A with Katie Field, UK MD, Viant

Cookie-based modelling is going further out of favour, due to its limitations in accuracy and cross-device targeting capabilities, explains Viant’s UK Managing Director, Katie Field, in this Q&A with ExchangeWire.

Life after cookies: What this means for brands in 2016

Many marketers still find frustration trying to assess where and how their digital ads are being interacted with by consumers, whether the messages are reaching their intended audience, and – crucially – whether the consumer has already completed their path to purchase as a consequence.

Viant: 30-second spots were the top pick in 2015

A Viant report on its ad network found that almost all of the digital video spots viewed on games consoles or over-the-top devices last year were viewed to completion.

30 Second Ads Are In Again

A recent Viant report found that advertisers spent over $7.5 billion on video ads in 2015, which means there was 42 percent growth since 2014.

Digital Ads Are Shifting to Mobile (Week in Review)

The balance of digital ad delivery is shifting away from desktops/laptop computers to mobile and over-the-top devices, a new report from Viant has found.

Video Ad Engagement Benchmarks, by Industry, in 2015

A new report from Viant examines video ad engagement by industry from 2015. A notable finding includes that nearly half (48%) of video ads met viewability standards last year.

The present and future of online video ads

A new report from Viant, an advertising technology company recently acquired by Time Inc, provides new insight into the effectiveness of digital video ads.

Viant Study Looks at Video Trends

Viant has released a new Video Insights Report: 2015 Year-In-Review, which analyzed thousands of campaigns and tens of billions of ads served through its Vindico ad serving platform in 2015 to provide insights into the state of the current video ad landscape.

More video on mobiles, but content to drift back to smart TVs

Viant’s report identified that smart TVs and OTT devices were on the rise and would soon account for a healthy percentage video ads served.

How To Chase Waterfalls

Video Ad Viewability Rates Flat for 2 Years, Despite the Efforts

Ad impressions drop for desktop, spike for OTT TV

Viant Video Insights Report: Viewability, CTR, Media and More

Viant 2015 Analysis: Viewability Rates Hardly Budge

Viant’s data, compiled from data tabulated by Vindico, its ad serving platform, says in Q4 of 2015, viewability at big media sites sunk to that same lower 67% average.

Viant: Digital Ads Shifting to Mobile, OTT

The amount of digital ads being served to Internet-connected TVs grew six-fold in 2015, and the share of ads being delivered to computer devices continues to drop at a notable rate, according to a new report.

Reports underscore video’s importance

Time Inc. Makes Myspace Their Space

Time Inc. has unique plans for their new acquisition, Myspace’s parent company, Viant, a $34 billion advertising company with more than 1 billion registered users.

Time Inc. Buys Myspace: Are We Back To The M&A Future?

Viant’s Vanderhook on Time Inc. Buying a Majority Stake (Audio)

MySpace, the social network of your awkward adolescence, has a new owner

Time Inc. Acquires Myspace Owner Viant Technology

Myspace Acquired by Time Inc, Fortune’s Publisher

Time Inc buys… MySpace?

The CEO of Myspace tells us why he just sold the company to Time Inc.

Time Inc. Acquires Myspace Parent Company Viant

Time Inc. Acquires Viant, And It’s All About The Data

Despite Overall Dip, Time Inc. Sees Growth in Digital Ad Revenue

Time Inc. Buys Viant w/ MySpace other AdTech Properties

Viant co-founder: Myspace deal is about leveraging data to better serve you ads

Time Inc. Reports Profit Decline but Gives Optimistic Sales Guidance

Time Inc. now owns MySpace, more or less by accident

Time Inc Acquires Viant, Owner Of Myspace And A Vast Ad Tech Network

Viant’s Xumo Makes Web Publishers TV Programmers via OTT

MySpace is Alive and Well and Powering Targeted Advertising

MySpace has enormous monthly user traffic, mostly from users accessing archived photos, and that data is one of the major sources driving an “exploding” digital advertising buying platform for ad tech conglomerate Viant, says Tim Vanderhook, CEO, in this interview with Beet.TV at CES earlier this month.

Will MySpace Ever Successfully Get Resurrected?

CRM Platforms Can Now Help With Ad Targeting Across Digital And Social Platforms

To power the updated ad-buying platform, Salesforce is also teaming up with data analytics, measurement and ad-tech companies, including Viant, Neustar and Acxiom’s Liveramp.

Ad tech purchase heralds the rise of email in a post-cookie world

Tim and Chris Vanderhook – the twin brothers that head up Viant – recently took to the European ad tech conference circuit heralding the ‘Death of the cookie’, adding that email is now key to targeted advertising.

The Evolution of People Based Measurement

The next big revolution in the advertising world is now centered around ‘people based measurement.’ This allows marketers to manage reach and frequency across all connected devices.

A new generation of digital marketing in automotive

In order to stay relevant, the automotive industry has had to adapt to evolving consumer, safety, and technological trends. One way they have done this is by changing how they advertise to consumers.

Collision of Martech & Ad Tech

Today, we’re seeing the martech and ad tech sectors collide through acquisitions and partnerships, including Viant’s partnership with SalesForce.

The five key ‘bridging worlds’ trends from Dmexco

Another year, another eventful few days at Dmexco, jam-packed with a great line-up of speakers, writes Katie Field, UK MD at Viant, who has distilled the takeouts from the gathering into five key themes.

Dreamforce: Taking Stock Of Salesforce’s Integration Into Ad Tech

Partners Datalogix, LiveRamp, Neustar, Krux and Viant can onboard the data into a marketer’s chosen DMP for segmentation or to a chosen DSP for the actual ad-buying activity.

Placed Launches ‘Cross-Device Marketplace’ To Tie Desktop Ads To In-Store Sales

Placed, a location-based ad-targeting firm and in-store attribution company, on Wednesday announced the launch of a “cross-device marketplace” that enables ad-buyers to measure desktop advertising’s impact on in-store sales and visits.

Dos and don’ts: our guide to dmexco 2015

Dmexco veterans offer their tips on what to do and what to avoid at this year’s digital marketing conference.

MySpace has undergone a ‘surprising renaissance’ and now it’s going after teens

With Facebook now reaching more than 1 billion users in a single day, many people have resigned MySpace — which over a decade ago made online social networking mainstream — to the history books.

Embracing ‘Startup Culture’ at Any Business Size

While some companies have modeled their aesthetic after the idealized spaces of Silicon Valley giants like Google and Facebook, real startup culture is about much more than a sleek office and fun perks.

How robot auctions are shaking up digital advertising

A hyper-fast auction is taking place, involving tens of thousands of media buyers bidding for the right to launch advertising on that page – ads targeted at you.

Bridging The Gap Between TV Viewership And Conversions

Viant is connecting purchase-based data and TV viewership data to allow for digital marketers to target offline TV audiences online.

The WiR: Google Surges on Back of YouTube and Programmatic, AnyClip Raises $21 Million, Five Billion Wasted Mobile Impressions

Vindico has received continued accreditation by the Media Rating Council (MRC) for its video ad serving platform and accreditation for its video viewable impression measurement.

MRC Accredits Vindico Viewability Metric

Vindico has received MRC accreditation for the first time for its video viewable impression measurement solution; and renewed accreditation for its digital video and display ad impressions and clicks metrics.

Vindico Receives MRC Accreditation For Video Viewability

Vindico, a digital video ad platform, announced it has received Media Rating Council (MRC) accreditation for its video viewability measurement product, as well as its video ad serving platform.

Nielsen Picks A Pack Of ‘Preferred Platform Partners,’ Pushes Toward ‘Total Audience’

Nielsen has a new program designed to give advertisers and agencies a clearer lens into the digital audience activation process, the company announced Wednesday at its Consumer 360 conference in Washington, DC.

The CMO’s Dilemma: Bringing Formula 1 to America (podcast)

In VentureBeat’s latest CMO Dilemma podcast, sponsored by Viant, Formula 1 CMO, Michael Williams, discusses marketing the world’s most popular racing sport in America.

Salesforce’s Marketing Cloud 2.0 goes beyond marketing journeys

Salesforce is today unveiling the 2.0 version of its Marketing Cloud, which boosts the role of Journey Builder and ties this Cloud more tightly with its brethren clouds, Sales and Service.

Salesforce Steps Into Ad Tech Via 5 Partnerships

Salesforce has announced an expansion of its “Active Audiences” product, which enables buyers to use their CRM data for digital advertising campaigns.

Are you in sales or marketing? For Salesforce, the distinction blurs

Want to target an audience of one? Salesforce’s latest marketing software update uses CRM to personalize cross-channel engagement.

Salesforce.com Opens Up Access To Ad Tech Companies

Salesforce.com wants marketers to know its paid media pitch extends well beyond the confines of social media now.
On Wednesday, it revealed buyers can now activate CRM data for ad buys across mobile web, video, display and apps through a wave of new Active Audiences API partners: LiveRamp, LiveIntent, Neustar, Krux and Viant.

Salesforce Revamps Its Marketing Cloud With New Connections To Sales, Service And Display Ads

Salesforce.com is announcing a new version of its Marketing Cloud. The company is unveiling the new features today in New York City at its Connections event for digital marketers. It’s adding new features to its Journey Builder, a drag-and-drop tool for managing customer interactions, and to Active Audiences, which connects customer data to online ad campaigns.

Salesforce Wants to Help Clients Buy Display Ads Using Their CRM Data

To power the ad-buying platform, Salesforce is teaming up with Viant, Acxiom’s Liveramp, and Neustar.

With great data comes great responsibility

Powerful new data analytics systems, marketing automation platforms, and a host of other tools are part of this revolution in targeting.

For Retailers, People Are Better than Proxies

With the rise of big data, social media, and mobile communications, retailers should now be enjoying unprecedented opportunities to understand and reach their consumers like never before.

3 critical steps to true cross-device marketing

Cross-device marketing is the realization of the multi-touch ideal in digital advertising, where ROAS isn’t based on just probability and cookies.

To the Cloud?! – The CIO’s Decision

Every CIO has to eventually face the decision on whether to build a datacenter or move to the cloud. This is especially true for companies with infrastructures of a certain size.

Myspace makes a comeback

Though you might have thought it spelled the end of Myspace, the social media pioneer never went away; it just faded into the background. But now it’s bringing itself back to the fore, with massive growth numbers and a new persona.

Viant, Google, Myspace, and the Future of Advertising

It appears as though MySpace made a small comeback with the Google Knowledge Graph update. In January of this year, Google added social media markup to companies’ knowledge graph boxes. Alongside Google+, now sits Facebook, Twitter, YouTube, Instagram, LinkedIn, and MySpace.

The digital media comeback story of last year? Myspace

Between December 2013 and December 2014, the one-time Facebook competitor MySpace grew 469%.

Playing to the Wrong Metrics is Hurting Your Business

We’ve all heard the expression, “actions speak louder than words.” That phrase rings especially true in the ad tech space, as the industry intuitively know what it should be doing and how it should be acting – but defiantly stands back and does little to fundamentally change.

Tim Vanderhook – Overcoming The Fear Factor (Video)

Tim Vanderhook knows a thing or two about the pace of change in media and marketing and the fear that can bring. He is the CEO and co-founder of Viant, previously Specific Media, that he launched along with his brothers Chris and Russ 15 years ago.

Could this be the digital ad industry’s magic bullet? Connecting online ads to offline sales

At the heart of digital advertising is a problem that’s existed since the industry began. It’s really a simple issue — the marketing mix is missing a crucial element. But in its simplicity lies its complexity, because that crucial missing element is the consumer.

Solving the CMO’s Dilemma by Targeting Real People, Linking online and offline

Today, CMOs are tasked with driving the top-line revenue growth for their organization. Their biggest challenge is measuring the efficacy of their marketing.

(VIDEO) MySpace Userbase Is Now Viant’s Giant Ad Targeting Machine

“We set out to create a new foundation not as reliant on proxies and cookies but on a direct relationship with the consumer… a project to map out the country.”

MySpace Userbase Is Now Viant’s Giant Ad Targeting Machine

MySpace may have struggled to retain relevance over the last few years, but its latest owner recently rolled up the social network in to a proposition it hopes advertisers will find appealing.

MySpace CEO: ‘Atlas is Not an end-to-end Platform… It’s just a Display Ad Server’

Tim Vanderhook, Viant, and MySpace, CEO, speaks to ExchangeWire, on the launch of the company’s latest ‘advertising cloud’ service.

Bursting the Viewability Bubble: Are Your Ad Dollars Getting Bang for Your Buck

The advertising industry does not have a consistent standard or approach in how to deal with existing viewability and fraud issues…

Ad-Tech Stocks Take a Beating on Wall Street, IPO Market Dries Up

Wall Street is falling out of love with ad tech, and the feeling appears to be mutual.

“Throwback Thursday” Has Unexpectedly Made Myspace Cool Again (And Yes, Your Old Account Is Still Active)

Myspace — the social network that seemingly died in 2011 — is having a weird renaissance: 50 million people now visit the music-heavy social network each month.

Myspace still not dead, but ads are in the driving seat

The idea, in short, is to link people’s online profiles with their offline shopping habits – credit card purchases for example – so that advertisers will know whether their digital ads have led to real-world sales.

MySpace Still Reaches 50 Million People Each Month

Between desktop and mobile devices, MySpace reached 50.6 million unique users in the U.S. in November. That’s a massive surge of 575% versus the same month in 2013.

Myspace’s owner, looking to tap its user base, launches ‘first advertising cloud’

Today, the Irvine, California-based company announced its name change to Viant and its launch of what it describes as “the first advertising cloud.”

IMH, Parent Company Of Specific Media And Myspace, Rebrands As Viant

Interactive Media Holdings — the parent company of Specific Media, Vindico, Xumo and Myspace — is starting fresh in 2015. The company on Wednesday announced it has rebranded as Viant, and the group of tech firms it houses collectively comprise the company’s new cloud-based ad platform.

MySpace Owners Say Their Ad-Tech is Ahead of Facebook’s

Tim and Chris Vanderhook, the brothers who bought MySpace in June 2011, are introducing a new ad-tech platform, pitching the same “real people” targeting that is core to Facebook’s ad offering. And they say their tech is better.

Interactive Media Holdings Rebrands As ‘Viant,’ Unleashes An ‘Advertising Cloud’

Interactive Media Holdings (IMH), the operating company behind ad network Specific Media, social network MySpace, video ad platform Vindico and smart TV system Xumo, rebranded Wednesday as Viant.

Parent Company of Specific Media, Vindico and MySpace Rebrands as ‘Viant’, Launches Ad Tech Stack

Did My Ad Really Work? Closing the Loop on Data Onboarding

Why is there such disparity between TV and digital video ad spend today? The amount of online channels is nearly endless, and digital ads have far more potential to be interactive and engaging than traditional television ads.

Here Are The Three Biggest Things Advertisers Should Be Focusing on in 2015

The quest to “know your customer” has changed drastically. Before the internet, marketers would only have a person’s mailing address. Now they’re able to extract an incredible amount of data about their customers from their social media handles, IP addresses, and mobile device IDs. In other words, customer anonymity is officially a thing of the […]

Blog

What Every Advertiser Needs to Know About TV ACR

As the way we watch TV has changed, so has the approach to TV advertising. Traditionally, TV ads have been run without much thought behind personalizing the viewer experience, and often with limited measurement or feedback on performance. The rise of automatic content recognition technology, or ACR, is changing that.

A Guide To All-Knowing Content Recognition Tech

Through the end of 2016, there were 42 million connected TVs in the marketplace, and 37.8 million of them with content recognition capabilities. With TV ACR technology, marketers can discover which households, anonymized, are watching which TV content and seeing what commercials on certain popular smart TVs, and also across Internet connected devices.

New Research: 2017 Auto Shopper Trends

The Anatomy of an Auto Shopper, helps marketers go beyond traditional insights, taking a people-based approach to understand who’s really behind the wheel. From how auto shoppers conduct research before buying to what TV shows they watch and how much they spend at Walmart, this research digs deep into the unique spending and lifestyle habits of the U.S.’s four biggest auto consumers.

Marketers Predict Death of Cookie-based Advertising by 2018

Over half of digital marketers believe cookie-based advertising will die out in the next 12 months according to Viant’s new Power of the People study. The study of 251 brand-side marketing managers in the UK revealed a collective move towards a people-based approach, which gives marketers the ability to advertise to real people linked across multiple devices using registered user data.

‘People-Based’ Doesn’t Have To Mean ‘Walled Garden’

In acquiring Adelphic, Viant hopes to create a “people-based DSP” that combines media execution with deterministic data from parent company Time Inc. AdExchanger caught up with Tim Vanderhook and his brother, Viant COO Chris Vanderhook, in this Q&A to talk about how Time Inc. can bring its ad tech vision to life.

The Future of TV Advertising is People Based

How we measure TV advertising – and how those methodologies compare to those used in digital – continues to be one of the most contentious issues in the industry. Jeff Collins, CRO at Viant, says that TV’s panel-based measurement is no longer fit for purpose, and that the future is a people-based approach that looks at both engagement and data gleaned from automatic content recognition (ACR).

Examining the Three Heaviest Spending Retail Shoppers

Forty-percent of customers account for 80 percent of purchases at department stores. For retailers, these Heavy Spenders are the Holy Grail of shoppers. Understanding who they are, and how they shop, is key to marketing to them as these shoppers appear to defy the traditional demographics.

Ushering in a New Era of Fact-Based Ad Measurement

Last week at Attribution Accelerator, some of the foremost leaders in advertising and analytics came together to discuss the current challenges of attribution modeling. While there was a lot of enthusiasm for the event, one of the key themes echoed by various speakers and attendees was the dire need for advancement in measurement solutions.

Solving The Cross-Device Dilemma

As device proliferation continues to grow exponentially, the need to reach consumers across all screens has become an increasingly critical component of a marketers’ advertising strategy. Marketers are rising to the challenge by adopting people-based approaches that rely on real, first party data and identity management to close the loop.

Gearing Up for Black Friday? Time to Recognize Who Your Best Customers Are

With Black Friday just a few days away, retailers are gearing up for what is predicted to be the biggest kickoff to the holiday shopping season in recent years. While most retailers have a general understanding of who buys their products and services, the real marketing goal is to go beyond identifying a retailer’s customers, and find those true high-value customers who are driving the most revenue online and offline.

10 Things You Never Knew About Nordstrom, Macy’s, and Kohl’s Shoppers

In the recent report “The Anatomy of a Department Store Shopper,” Viant, a Time Inc. company, examines shopping habits of nearly three million U.S. shoppers and uncovers some surprising findings about Nordstrom, Macy’s and Kohl’s that highlight strengths and weaknesses, many of which are surprising.

Finding Success in a Constantly Changing Industry

To succeed in ad tech, you must be able to find passion in your work, play to your strengths, sharpen your skills, step outside of your comfort zone, and build a strong network of diverse connections around you, writes Viant’s VP of Product Marketing, Eden Orndorff.

A Better Brand Experience Begins With Putting People First

Great brands care about their consumers and strive for the right mix of when, where, and how often to engage them in order to deliver the best possible brand experience. However, the ongoing walled garden versus open-platform debate, one we’ve heard ad nauseam across the industry, often loses sight of the consumer entirely.

Have U.S. Auto Sales Peaked? What’s Next?

While automakers have historically been stalwarts for network and cable television gobbling up prime spots in major primetime programming, with more than 90% of new vehicle purchases starting with internet research, the auto buyer origination point is clearly online.

The Only Thing More Polarizing than Politics May Be Dish Detergent Preferences

In an already polarizing election season, we took a look at just how different Republicans and Democrats are when it comes to topics outside of politics. From movie preferences to pet ownership and more, we dug into the Viant Advertising Cloud to provide some insights on these two parties’ lifestyle and media habits.

New Research: Exploring the Spending Behavior & Lifestyle Habits of Department Store Shoppers

Viant’s exclusive new research explores the spending behavior and lifestyle habits of consumers across three top national department stores: Nordstrom, Macy’s, and Kohl’s.

How Retailers Are Using People-Based Marketing to Achieve Omnichannel Success

Customers today expect seamless, personalized shopping experiences. While adopting an omnichannel model is difficult as it creates new challenges around fulfillment and inventory management, technology investments in 1st party data and people-based marketing are offering up unique solutions for retailers.

A People-Based Data Renaissance Is Underway

It was only a few years ago that businesses were suddenly overwhelmed with the opportunities their sophisticated CRM systems unlocked. However, using data to identify people in the online world has fallen short of expectations, as advertisers are often not marketing to real people, but rather to cookies.

The Key Trends Driving the $828B Back to School Shopping Season

With over $828 billion in retail and e-commerce sales forecasted for the 2016 back to school shopping season, there’s a lot of opportunity for advertisers to capture sales before the big end of year holiday season. Let’s take a look at some of the key trends this season.

Attribution is Becoming More of a Priority for Marketers

Marketers have always acknowledged the benefits of accounting for every marketing channel and brand-imposed touchpoint, but in spite of such awareness, adoption of these types of practices has been slow and labored, as explored in a new eMarketer report.

The Rise of Advertisers’ Most Receptive Digital Audience: Hispanic Americans

Every year the Hispanic population in the U.S. grows by about one million people, making it one of the largest and fastest growing consumer groups in the country. Not surprisingly, companies are responding to this trend by increasingly focusing their advertising spend and creative efforts on this group.

What’s Your Data Really Made Of?

Today, our data has been processed so much that we often find ourselves working with a metric that doesn’t look anything like what we originally set out to do. In order for us to overcome this processed data problem, we must create one currency for both the online and offline world: real people.

Rebates, Simplification and Ad Blocking Emerge As Major Themes At Cannes

Viant CMO Jon Schulz shares his experience at this year’s Cannes Lions event, discussing his insights on the three major challenges facing advertisers and brands today.

Viant Bolsters Audience Targeting And Segmentation Capabilities With New Deterministic Partner Integrations

The offering is designed to help marketers that don’t have their own first-party data sets build their own audience segments, match and target using Viant’s registered user base.

Time Inc. Receives Q1 Revenue Boost From Viant, Launches People-Based Ads

Acquiring Viant in February propped up digital advertising’s Q1 growth. The completed acquisition is Time Inc.’s bet to take on the two digital advertising behemoths by developing a deterministic, cross-device data set of its own.

How Retailers Can Adapt to Evolving Digital Marketing Trends

It’s no secret that retailers have experienced big disruptions from technology. In the past twenty years alone, the shopping experience has gone from an entirely in-store event to a fully immersive in-person and digital experience that spans all devices.

How People-Based Advertising is Confronting Brands’ Biggest Marketing Challenges

The biggest issue to take center stage at the Digiday Brand Summit was the proliferation of mobile devices and the effect that cross device behavior was having on consumers’ shopping habits. It was clear that brands were struggling to identify the most effective ways to reach their customers across devices, while also accounting for each advertising dollar spent.

Ending a Reliance on Cookies and Walled Gardens for Good

As brands put more resources behind the acquisition and management of big data, marketers are feeling increased pressure to leverage this data to reach customers across the open web effectively. Throughout this process, several questions arise: where should the data come from? What are acceptable ways to collect and use the data? And how can we guarantee the data’s accuracy?

Brands that can master the magic of intent will be front of mind for consumers

Forget the research stage – brands need to reach consumers when they are first considering a purchase, and first-party data is the way to do it. Data worked its way into every session, panel and debate in all of its forms: as the disruptor of sectors, as the antidote to flailing marketing efforts, and as the passport to razor-sharp insights, argues Katie Field, UK MD at Viant.

3 Emerging Marketing Trends in Retail

The recent Women in Retail Leadership Summit in Miami provided a unique opportunity to network with and learn from the industry’s most creative, driven and successful women. Amid the powerful and insightful presentations as well as conversations held during outdoor cocktail receptions held by the beautiful Four Seasons pool, the event shed light on the challenges facing today’s top retail brands.

Shifting from Cookies to Real Voters: 2016 Presidential Election

By combining the precision a digital advertising campaign powered by first-party data to target individual voters, with the massive scale, and reach of traditional television to influence a wider demographic and create mass awareness, campaign strategists can rest assured their candidates’ messages are reaching audiences that matter.

Cookie-Based Modelling is a Thing of the Past: Q&A with Katie Field, UK MD, Viant

Cookie-based modelling is going further out of favour, due to its limitations in accuracy and cross-device targeting capabilities, explains Viant’s UK Managing Director, Katie Field, in this Q&A with ExchangeWire.

Life after cookies: What this means for brands in 2016

Many marketers still find frustration trying to assess where and how their digital ads are being interacted with by consumers, whether the messages are reaching their intended audience, and – crucially – whether the consumer has already completed their path to purchase as a consequence.

eMarketer Report: Change in buying of people-based advertising is growing

Nearly a third of senior advertisers in North America are familiar with people-based targeting and know the concept well, according to February 2016 research. A further 39% said they have a general idea of what it is.

I-COM: At the Intersection of Marketing & Media Measurement

The one annual theme that pervades I-COM is the creative application of data science to marketing creativity. Additionally, one of the highlights of the show is the Data Creativity Awards, where marketers and analysts are rewarded for excellence in exactly that intersection of disciplines.

VivaKi Verifies Viant as a People-Based DSP

The Viant Advertising Cloud has been re-verified by VivaKi, highlighting the strength of Viant’s current DSP product offering, and solidifying Viant as a leader in the people-based DSP market.

Video Insights Report: 2015 Year-In-Review

Viant’s Video Insights Report: 2015 Year-in-Review provides a comprehensive look at the evolving digital video advertising landscape, focusing specifically on how mobile device proliferation, viewability rates and other factors are re-shaping digital video advertising strategies for Major Media, Internet brands, Exchanges and Networks.

Political Advertising: Viant’s Super Tuesday Fact Sheet

Eight years ago, as Obama and McCain eventually won their nominations and faced off for the presidency, all of the candidates on both sides of the aisle collectively spent just over $22 million on digital media. When 2016 closes out, that figure will reach $1 billion.

INFOGRAPHIC: Solving the Cross Device Dilemma

As the number of connected devices per U.S. household continues its rapid climb, marketers are having a harder time identifying the impact of their digital advertising.

Business Insider: A Q&A with Viant CEO Tim Vanderhook on the Time Inc. Acquisition

Viant CEO Tim Vanderhook sat down with Business Insider to discuss Time Inc.’s recent acquisition of Viant and its people-based advertising platform, the Viant Advertising Cloud.

Time Inc. to Acquire Viant

Time Inc. and Viant, today made an announcement for Time Inc. to acquire Viant, a leading people based marketing platform. The transaction creates a digital platform that combines first party data and wide ranging programmatic capabilities across Time Inc.’s premium content.

Research Whitepaper: Unlocking Growth in Retail Through the Application of the 80/20 Rule

As the shopping experience continues to evolve and become more complicated with the increase of mobile device usage and scattered content consumption behavior, retailers are having a harder time than ever identifying where their advertising budgets should be focused.

Measuring True ROI Across Devices Through a People-Based Approach

At present, marketers are struggling to measure their digital marketing campaigns as consumers move back and forth across connected devices and into physical brick-and-mortar store locations.

Why Hispanic Americans are Automotive Marketers’ Most Receptive Audience

Every year the Hispanic population in the U.S. grows by about one million people. Today, Hispanic American consumers account for $27.9 billion in registered new vehicle transactions, representing 11% of the total market – an astounding figure no matter how you look at it, and one that is continuing to grow.

The Evolution of People Based Measurement

The next big revolution in the advertising world is now centered around ‘people based measurement.’ This allows marketers to manage reach and frequency across all connected devices.

A new generation of digital marketing in automotive

In order to stay relevant, the automotive industry has had to adapt to evolving consumer, safety, and technological trends. One way they have done this is by changing how they advertise to consumers.

Connecting Online to Offline at IAB U.K. Engage

Viant’s CEO and COO, Tim and Chris Vanderhook, joined the IAB at their annual Engage conference on Thursday, October 15th, and discussed how a people-based approach to digital advertising gives a more personalised message to the consumer.

The Top 3 Challenges that CMOs Will Face in 2016

CMOs now have a greater responsibility to grow revenue and, in turn, face more pressure to provide measurable and accurate return on advertising spending.

Enhanced Audience Insights: Top Interests, Device Graphs and Operating Systems

To build upon its robust people-based insights and audience segmentation capabilities, the Viant Identity Management Platform now has the ability to pinpoint several new audience identity attributes.

For Publishers, the Time to Transition Away From Flash is Now

With the passing of Google Chrome’s self-imposed September 1, 2015 deadline, Chrome is now pausing Flash content that is not central to website experience by default across all versions of its browser.

The five key ‘bridging worlds’ trends from Dmexco

Another year, another eventful few days at Dmexco, jam-packed with a great line-up of speakers, writes Katie Field, UK MD at Viant, who has distilled the takeouts from the gathering into five key themes.

Preparing for Life After Flash

The reality of Flash’s end of life has kept those in the advertising technology and digital media industries on their toes over the last several months.

Research Whitepaper: The Real Power of Digital Video Advertising

Specific Media, a Viant company, has released a new research whitepaper that reveals the true impact of digital video advertising on purchase intent.

Cure your media plan pains with people-based advertising

Just as poor diet is causing our bodies to get sick, poor metrics are causing our media plans to go awry. But instead of treating the underlying cause — antiquated metrics — we simply manage the symptoms that they create.

An Ad Tech CMO’s 3 Takeaways from Cannes Lions 2015

As a first-time attendee of Cannes Lions, I have to admit that I was surprised at how productive my trip was. Despite the beautiful scenery, as well the decadent French cuisine and the endlessly flowing Rosé, I found the meetings and interaction to be both engaging and productive.

PODCAST – The CMO’s Dilemma: Bringing Formula 1 to America

In VentureBeat’s latest Viant-sponsored CMO Dilemma podcast, Formula 1 CMO, Michael Williams, discusses marketing the world’s most popular racing sport to the U.S. market.

Solving the CMO’s Dilemma – Part 4: Understanding & Adapting to the Mobile Eco-Systems

Uniting and leveraging the two dominant mobile eco-systems – web browsers and mobile apps – to execute successful digital advertising campaigns remains a major concern in ad tech.

For Retailers, People Are Better than Proxies

With the rise of big data, social media, and mobile communications, retailers should now be enjoying unprecedented opportunities to understand and reach their consumers like never before.

Solving the CMO’s Dilemma – Part 3: Combatting Data Fragmentation & A Lack of Access to Data

Made up of hundreds of companies offering demand-side platforms, supply-side platforms, data management platforms, ad networks, ad exchanges and more, our splintered Lumascape has caused a major problem for our clients: data fragmentation.

Solving the CMO’s Dilemma – Part 2: 2015 Marks the Year of People-Based Ad Targeting

In 2015, the question of viewability has evolved beyond simply “has my ad been seen?” Today, marketers want to know not only if an ad has been seen, but also who is seeing it.

3 critical steps to true cross-device marketing

Cross-device marketing is the realization of the multi-touch ideal in digital advertising, where ROAS isn’t based on just probability and cookies.

Solving the CMO’s Dilemma – Part 1: Managing a Business of Constant Change

Emerging as a result of the viewability debate, cross device measurement, mobile concerns, and a handful of other changes in the advertising landscape, the challenge of how, when and what kind of advertising strategies and technologies to adopt can be overwhelming.

To the Cloud?! – The CIO’s Decision

Every CIO has to eventually face the decision on whether to build a datacenter or move to the cloud. This is especially true for companies with infrastructures of a certain size.

Staking a Claim on People-Based Ad Targeting: Direct Match

Unveiling Specific Media’s Direct Match Platform

Playing to the Wrong Metrics is Hurting Your Business

We’ve all heard the expression, “actions speak louder than words.” That phrase rings especially true in the ad tech space, as the industry intuitively know what it should be doing and how it should be acting – but defiantly stands back and does little to fundamentally change.

Could this be the digital ad industry’s magic bullet? Connecting online ads to offline sales

At the heart of digital advertising is a problem that’s existed since the industry began. It’s really a simple issue — the marketing mix is missing a crucial element. But in its simplicity lies its complexity, because that crucial missing element is the consumer.

Solving the CMO’s Dilemma by Targeting Real People, Linking online and offline

Today, CMOs are tasked with driving the top-line revenue growth for their organization. Their biggest challenge is measuring the efficacy of their marketing.

New Research Shows Hispanic Americans at Forefront of Media Use Trends

As the second largest and fastest growing population in the U.S., Hispanic Americans have a growing prominence in American society and are a critically important demographic for advertisers to understand.

Welcome to VIANT

Welcome to VIANT – the culmination of 15 years of passionately building up advertising technology solutions to set the new standard for excellence in marketing, targeting and creating unique relationships with consumers worldwide.

Did My Ad Really Work? Closing the Loop on Data Onboarding

Why is there such disparity between TV and digital video ad spend today? The amount of online channels is nearly endless, and digital ads have far more potential to be interactive and engaging than traditional television ads.

The Three Biggest Things Advertisers Should Be Focusing On In 2015

The quest to “know your customer” has changed drastically. Before the internet, marketers would only have a person’s mailing address. Now they’re able to extract an incredible amount of data about their customers from their social media handles, IP addresses, and mobile device IDs.

Mobilizing an Industry to Challenge the Status Quo

Twenty years ago, as cable TV was beginning to flourish, we set out to change an industry. My colleagues in the cable industry and I sought to transition advertisers from a singular focus on broadcast to the more efficient and effective cable TV.

Chief Product Officer: Head of Simplification

The head of product development has a unique responsibility and focus to “bridge” two distinct approaches to a business: the ‘what’ of market opportunities and customer needs with the ‘how’ of building a technically robust platform.

The CIO: Balancing Risk with the Need for an Agile Approach to IT

Over the past few years, the CIO role has expanded greatly to mirror the ingrained nature of technology and its critical impact on a company’s ability to grow and serve its customer base.

Marketing to Marketers in a Digital World

The role of the CMO has changed significantly over the past few years as we have seen transformative advancements in how to acquire, nurture and retain customers.

Press Releases

Viant to Acquire Adelphic

Viant has signed an agreement to acquire Adelphic, a company that provides a mobile-first, cross-channel programmatic advertising platform, to form the industry’s first self-service people-based DSP.

Viant Releases Exclusive Research in Time for the Holiday Shopping Season

Viant today announced the release of exclusive new research, The Anatomy of a Department Store Shopper. This report provides key data points and insights on consumer spending habits of shoppers across three top department stores.

Viant Enhances Identity Management Platform Within the Advertising Cloud™ To Further Expand Audience Building Capabilities for Marketers

Audience Segmentation Powered by 1.2 Billion Consumer Profiles and New Deterministic Integrations with Experian, Neustar and Nielsen Catalina Solutions

Time Inc. Extends Advertisers’ Reach and Scale with Viant’s People-Based Platform

Time Inc. (NYSE:TIME) today announced that the company has made the robust people-based data and targeting and measurement capabilities of the Viant Advertising Cloud available to Time Inc. advertisers.

Viant Names Ryan McGurk Vice President of Enterprise Strategy

Viant, a Time Inc. people-based advertising technology company, today announced that Ryan McGurk has been named Vice President of Enterprise Strategy.

Viant Names Two East Coast Vice Presidents of Sales to Accelerate Adoption of Advertising Cloud Technology

Viant, a Time Inc. people-based advertising technology company, today announced that James Coraci and Anthony Mazzarella have been named Vice Presidents of Sales.

Time Inc. Completes the Acquisition of Viant

Time Inc. (NYSE:TIME) today announced that it has completed the acquisition of Viant Technology Inc., a data-driven leader in people-based marketing.

Time Inc. to Acquire Viant

Time Inc. and Viant, today made an announcement for Time Inc. to acquire Viant, a leading people based marketing platform. The transaction creates a digital platform that combines first party data and wide ranging programmatic capabilities across Time Inc.’s premium content.

Viant Report Commissioned from Nielsen Identifies High-Value Holiday Customers for Key Verticals

Viant today unveiled the results of a study commissioned from Nielsen that examines the behaviors of “best customers” during the holiday season across three key U.S. retail and hospitality industries.

Viant Launches the First Advertising Cloud in the UK

Viant is announcing the availability of its Viant Advertising Cloud, in the UK. The cloud-based technology platform provides marketers with a fully integrated suite of advertising applications available on-demand, in the cloud.

Vindico Accredited For Viewability Measurement

Vindico, a Viant company and leading digital video advertising platform, announced that it has received continued accreditation by the Media Rating Council (MRC) for its video ad serving platform.

Viant Advertising Cloud To Integrate With The Salesforce Marketing Cloud To Deliver Journey-Based Advertising At Scale

Viant’s People-Based Platform Allows Marketers to Leverage their CRM Platform Across All Digital Advertising Investments

Vindico Finds Viewability Rates Consistent, Digital Video Advertising Length Decreases

2014 Annual Report Identifies Key Trends in Digital Video around Viewability, Completion Rate, Engagement and Cross-Device Format

Specific Media Unveils Direct Match – The Next Evolution Of Direct Ad Targeting

People-Based Solution Allows Marketers to Deterministically Connect to Discrete Consumer Groups Across Connected Devices

Specific Media And SMG Multicultural Study Reveals Hispanic Americans Point The Direction Of Mainstream Media

Key Findings Show Hispanic Americans Spend More Time Online Shopping, More Frequently Use Mobile Devices and Engage in Multi-Screening Activities.

Vindico Adds Industry Veterans To Sales Team

Ad Management Platform Strengthens Focus on Client Relationships and Invests in Future Growth

Viant Launches the First Advertising Cloud

Viant Unveils Complete Cloud-Based Suite of Advertising Applications for Marketers

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