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.
“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.
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.
“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.”
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.
“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.
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.
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.
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).
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.
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.