What will programmatic advertising look like in a few years? For Meredith Corporation-owned Viant, people-based marketing is the trend, and the company has recently released a white paper that offers some evidence in support of that vision. The paper, “Power of the People: How People-Based Marketing Is Driving Change Across the US Advertising Industry”, promotes the kind of people-based marketing that Viant champions, based on its 1.2 billion profiles of registered users.
While machine learning is the latest tech-industry buzzword, few marketers are actually capable of implementing it correctly. Viant’s CTO Fabrizio Blanco explains in MediaPost the criteria needed for machine learning to be successful.
Viant’s Power of the People report explores how people-based marketing is driving change across the U.S. advertising industry. It is based on a survey of over 250 brand-side digital marketers. The survey and report examines: the challenges concerning cookies for digital advertising; the top reasons marketers invest in digital marketing; what’s limiting the success of their digital marketing; and the adoption of advanced methods of attribution and measurement.
Almost 2/3 of brand-side digital marketers believe the industry will stop relying on probabilistic data within the next 12 months to 2 years, according to Viant’s “Power of the People” survey, and 32% believe the industry will not rely on cookies within the next 12 months (31% said it would take up to 2 years). The survey of over 250 marketers also found that audience reach is both the #1 reason for investing in digital marketing, and the #1 factor limiting the success of digital ad campaigns.
Viant, a Meredith.-owned advertising technology company, surveyed more than 250 digital marketers at brands to analyze the challenges around using cookies for digital advertising. Jon Schulz, CMO, said the data confirms a trend away from cookie tracking and toward people-based marketing and advertising.
Viant initiated “a major enhancement” to its partnership with Factual last week. Viant has been updating its location data strategy for the past year. The latest step its taken involves a direct integration with Factual that allows Viant customers to have access to real-time foot traffic measurement and industry reporting.
Viant, a Time Inc. people-based advertising technology company, today announced a major enhancement to their partnership with Factual, the location data provider and longtime Viant partner. Through a direct integration, Viant customers will have access to real-time foot traffic measurement and reporting powered by Factual’s location data through the Viant Advertising Cloud.
Viant announced deeper integration with Factual today, literally helping map the physical path to purchase. The partnership provides valuable in-store and location-based insights to support marketers across various industries such as retail, automotive and travel.
Showing that the Super Bowl is perhaps one of the most studied advertising events of the year, findings from an analysis from Viant found found that those who watch for the game are more likely to buy an Audi and drink Sam Adams; viewers who watch for the half-time show are more likely to buy Febreeze; and viewers who watch for the commercials are more likely to drink Budweiser and file their taxes on TurboTax.
Pretty much every player in digital media and advertising is trying to measure in-store visits these days, but Gil Elbaz, founder of Factual, said Factual’s approach stands out because of the accuracy and scale of its data. Plus, it integrates with existing ad platforms, like Viant. “They can leverage [the data] along with many of the partners and marketing clouds that they’re already using,” Elbaz said.