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Testing the Waters: Key Questions to Ask Before Jumping into a Data Lake

The challenge for most marketers in approaching a Data Lake as a potential solution is not just understanding what it is, but knowing if it’s right for your company. Before diving in, take a look at a few key questions you should ask yourself when considering a Data Lake platform.

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XUMO’s Colin Petrie-Norris on How OTT Has Revolutionized Content Consumption and What Marketers Need to Know

In our latest Q&A, XUMO’s Colin Petrie-Norris, CEO, discusses how OTT has revolutionized content consumption, the OTT audience trends to watch out for and what makes XUMO unique in an increasingly popular streaming scene.

March Madness Viewership Varies Throughout the Tourney

Connected technologies offer a clear picture of how people watch major sports events and what that means for brands trying to reach those consumers. Deploying those technologies, ad-tech firm Viant, which specializes in creating targeted campaigns for advertisers, has revealed data indicating the variability of March Madness viewing and the pronounced differences in how fans tune into the various rounds of the NCAA basketball competition.

Three Trends To Follow To Reach Your Hispanic Audience With Meaningful Campaigns

According to Viant’s Hispanic Millennials report, millennials make up 40% of the Hispanic population — which means that if advertisers are truly serious about targeting Hispanics, they should also be tailoring their message to appeal to the millennials amongst them. Here are the other top trends marketers need to consider in order to create meaningful campaigns for a Hispanic audience.

The ‘Kiss, Marry, Kill’ Game: Digital Marketing Edition

As new platforms and technologies impact consumers’ path to purchase, there is a growing challenge to identify new strategies to drive sales and deliver true return on ad spend in the changing digital landscape. After speaking with marketers about some of the biggest challenges and opportunities in the industry, I see that many of them appear to be playing a version of the classic game of “kiss, marry, kill” when it comes to making strategic decisions about their brand, audience and measurement, writes Viant’s VP of Strategic Partnerships Jeremy Haft.

The Customer Service Imperative In Ad Tech

One of the defining characteristics of technology is its potential to improve workflow. Buying through technology, rather than face-to-face, for example, has become the norm. However, while having good technology is incredibly valuable, client service may be the most important ingredient for success, writes Adelphic’s VP of Programmatic Strategy Alex Perrin in AdExchanger.

March Madness’ Late Rounds are Valuable for These Key NCAA Advertisers

While economists estimate $6.3 billion in corporate losses because of lost productivity (thanks, bracket challenge!), March Madness is big business for brands. Last year, for instance, the NCAA Division I Men’s Championship raked in $1.28 billion in TV ad revenue alone. The three-week long tournament is one of the most valuable franchises in all of […]

The Future of People-Based TV Buying Is Here – If You Know Where to Watch

For marketers today, success comes down to people-based targeting and measurement, and evolving their TV to digital strategies will help them get with the program, writes Viant’s CRO Jeff Collins in VideoInk News.

Viant’s ‘Power of the People’ Unleashes Dominance of People-Based Marketing in the US

Viant’s CMO Jon Schulz discusses the impact that people-based marketing has on the advertising industry today and the three factors that are critical to building a successful approach with MarTech Series.

Clear Channel Outdoor on How Location Data Helps Brands with OOH and the Future of OOH Measurement

In our latest Q&A, Clear Channel Outdoor’s Wade Rifkin, SVP of Programmatic, discusses how location data helps brands with out-of-home advertising, where OOH measurement will be three years from now and what’s next for Clear Channel Outdoor and Viant’s Adelphic.

Cookie Cutters

Sixty percent of marketers believe they won’t use cookies to track consumers by 2020. And 90% of marketers see improved performance when targeting against personal data instead of cookies, according to data from Meredith-owned Viant. “Advertising and web-based services that were cookie-dependent are slowly being phased out of our mobile-first world,” where vendors revolve around first-party brand and publisher data or device IDs, writes Sara Fischer.