Jon Schulz, CMO at Time Inc. owned Viant explores the challenges CMOs face and new skills marketers must sharpen for success in a role that is becoming increasingly complex. He explains why a CMO must continually develop new strategies to align with the new media landscape, embrace data and prove marketing’s impact on the bottom line more than ever.
In January, Time Inc.-owned Viant acquired demand-side platform Adelphic because “there has been growing interest in self-service media execution capabilities among both brands and agencies,” said Jon Schulz, Viant’s CMO. “Integrating self-service has opened us up to more programmatic-only partners who wanted access to our data.”
WWD covers Viant’s new report, The Marketer’s Guide to Hispanic Millennials. This new research reveals the unique spending habits and consumer attitudes of Hispanic Millennial consumers and how advertisers can reach them with a people-based approach.
Viant’s Director, Halai Shukran, shares how the company’s Women’s Initiative enhances leadership skills and creates development opportunities across the entire organization in Information Age.
With their 1.2B registered users, Viant and Time Inc. are contributing to people-based advertising’s take over, writes MarTech Today.
When they burst on to the scene a few years back, so-called “programmatic advertising” techniques focused on unlocking lower-grade ad inventory using real-time auctions. But times have changed. And one ad-tech exec is witnessing a maturation of programmatic that now includes a focus on premium ad space and a “flight to quality”.
In an interview with Beet.TV during Cannes Lions 2017, Viant’s CEO, Tim Vanderhook, talks about the maturation of programmatic and the new “flight to quality” that’s changing the industry.
Forbes asks Viant’s Director of Talent Management, Halai Shukran, for her top tips for retaining and attracting talent in the ad tech industry.
Publishers are losing readers and revenue because of poor user experience, and brands are seeing their ads placed in inappropriate or offensive places due to their lack of visibility into automated exchanges. The solution is publishers taking full control of their revenue streams. Time Inc., for instance, acquired both Viant and Adelphic to bring its ad tech in-house, and the increased overall demand for sponsored content is turning some publishers into full-fledged content agencies. Programmatic direct is another major part of this progression because its purpose is to close the gap between publishers and brands.
Instead of anonymous cookies traded throughout the ad universe, many users and marketers now prefer to know the person they’re pitching. This is where Viant, one of the biggest drivers of change in advertising and content, and its people-based marketing platform come in.