For the first time ever, CPG campaign data from three major US brands has been used to test the principle of recency, which proposes that ads are most effective right before a consumer is about to buy a product. Learn more in “The Persuadables”, a new research report from Joel Rubinson, formerly the Chief Research Officer at the Advertising Research Foundation, Nielsen Catalina Solutions, and Viant.
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.
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.
Unveiling Specific Media’s Direct Match Platform
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.
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.
Today, CMOs are tasked with driving the top-line revenue growth for their organization. Their biggest challenge is measuring the efficacy of their marketing.
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 – 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.
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 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.