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How CPG Advertisers Can Boost ROAS with Recency Targeting

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.

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Want Better Social Advertising? Break Down the Walls

In order to take the value of social data to the next level, marketers need to be able to connect social data to other known attributes like past purchase history or device usage, says Viant’s SVP, Erin Madorsky, in Adweek. So how can an advertiser leverage the benefit of social data outside of the social ecosystem it was derived from? By breaking down the barriers of the walled garden.

The Holy War Of Cross-Device Tracking

Have the challenges of reaching consumers across devices really been resolved — or as we sometimes say in ad tech, have they been product marketized? Viant’s SVP, Craig Benner, discusses in MediaPost with insights from @AdTechPOTUS.

Could Killing Cookies also Curb Ad Blocker Use?

Viant UK’s VP, Toby Benjamin, sat down with PerformanceIN to explain why focusing on a people-based approach in advertising could be the answer to ad blocking.

Learning from PMA 17: How Viant Won Best PM Tech with People-Based Marketing

Toby Benjamin, VP of Viant UK, sat down with PerformanceIN for a Q&A to discuss how the Viant Advertising Cloud won the Best Performance Marketing Technology award at the Performance Marketing Awards 2017.

Viant’s Adelphic Teams Up with Integral Ad Science to Drive Viewability and Brand Safety

Following its recent acquisition by Viant, self-service platform for programmatic advertising Adelphic has partnered with Integral Ad Science (IAS) to drive viewability and brand safety. This makes Adelphic one of the first demand-side platforms (DSPs) to integrate these insights and enable access to them within its platform.

First Look: Viant’s Adelphic Partners With Integral Ad Science

Ahead of the weekend, MMW learned that ​​​​​​​​​Adelphic — a self-service platform for cross-channel programmatic advertising — has rolled out the addition of viewability verification from Integral Ad Science (IAS), becoming one of the first DSPs to integrate these insights and make them directly accessible within their platform.

Mother’s Day Trends To Remember After The Holiday

Consumers will spend $23.6 billion on mom this year — up from $21.4 billion in 2016, according to estimates by the National Retail Federation (NFR, and there are several trends that marketers should keep in mind even after the holiday. Leveraging data from the Viant Advertising Cloud, which includes aggregate data from about 250 million U.S. consumers, the Time-owned people-based advertising company analyzed the gifts consumers bought for mothers in 2016, and found that shopping habits depend on family dynamics.

New Research Points to Principles for Driving Higher Return on Ad Spend

Joel Rubinson of Rubinson Partners, Nielsen Catalina Solutions (NCS), and Viant have just announced a new study, The Persuadables, aimed at helping CPG marketers understand how to better target advertising to drive the highest return on ad spend (ROAS).

How to Tell a People-Based Provider from a Pretender

Viant SVP Craig Benner discusses people based marketing, what it means for marketers, and what questions they should ask before jumping in with MarTech Advisor.

The Trustworthy Accountability Group Announces More Than 200 Companies Have Applied For TAG Registration

As the digital advertising industry rallies behind efforts, TAG announces the 2017 seal recipients for TAG Anti-Fraud, Anti-Piracy and Transparency Programs. Viant is a recipient of the 2017 TAG Inventory Quality Guidelines Seal.