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Testing the Waters: Key Questions to Ask Before Jumping into a Data Lake

The challenge for most marketers in approaching a Data Lake as a potential solution is not just understanding what it is, but knowing if it’s right for your company. Before diving in, take a look at a few key questions you should ask yourself when considering a Data Lake platform.

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Infographic: The Brands That Are Making the Biggest Impression on NFL Fans

With a whopping 58 percent of all Americans citing football as their favorite sport in a recent CBS News poll, it’s no wonder that marketers spend billions of dollars each year trying to reach NFL fans. So what brands are breaking through with this valuable segment? To find out, data company Viant used its Advertising Cloud to identify both heavy football fans and non-fans using automatic content recognition on smart TVs and compared their interests with some of football’s most heavily advertised verticals, from beer to car companies. Among the notable results: Sam Adams was the only craft beer to index fans’ top 10 favorites.

Viant’s Adelphic adds digital-out-of-home to its repertoire

In January, Time, Inc.-owned ad tech firm Viant bought demand side platform (DSP) Adelphic. Adelphic was born as a mobile-focused ad DSP, but it had added desktop, tablet and connected TV by the time of the acquisition. Now, it has added the outer edges of the digital ad ecosystem: digital out-of-home (DOOH).

Out-of-Home Ads Go Programmatic with New Pact

Viant’s Adelphic extends cross-channel programmatic buying to digital out-of-home for advertisers like Enplay, MDC Media Partners’ OOH unit.

Four key solutions data lakes are giving marketers

At Advertising Week NYC, Viant explains how data lakes enable marketers to create powerful audience segments and provide brands with a holistic view into all marketing initiatives.

Marketing to Hispanic Millennials: 3 Key Takeaways for Marketers

According to MarketingLand, there are 59 million Hispanic-Americans living in the United States, and more than 40 percent of that total population falls into the millennial demographic. And not only are Hispanic millennials extremely well-connected — a report from Viant found that the group spends 25 percent more time on their smartphones than their peers — they also make up a significant percentage of the $1.5 trillion purchasing power of U.S. Hispanics. Here are three key takeaways marketers should keep in mind when attempting to reach Hispanic millennials.

Meet the iclone: how the iPhone became comfort technology

Viant reveals the differences between UK iPhone and Android users to Campaign Magazine for the launch of the iPhone X and iPhone 8 at today’s Apple event.

42% of Millennials are Multicultural

According to new research from Viant, the Marketers Guide to Hispanic Millennials, Millennials are one of the most inherently multicultural consumers in the U.S. In fact, of the 75 million Millennials in the U.S. today, more than 42% are multicultural. And while Hispanic Millennials may be one of the biggest buzzwords in the advertising industry today, behind all the buzz is a wealth of opportunity for brands.

Your Competitors Are Using Big Data You Should Too

If you’re a little company with few resources, you may be wondering whether big data is something you need to worry about. The answer is: your competitors are using it. If you aren’t, you’re falling behind. Forbes discusses Viant’s study, The Persuadables, and how a marketer who has aggregated big data can use that information together with information about specific consumers and make their advertising many more times effective than any other advertiser.

Internet mysteries: Why does last-touch attribution persist?

Multi-touch attribution is more effective than last-touch attribution, but it’s also harder to implement. However, Viant’s CMO, Jon Schulz, explains in Digiday how data lakes are now helping advertisers successfully bring multi-touch attribution data together.

Infographic: Here’s What Marketers Need to Know About Hispanic Millennial Parents

Marketers know millennials have moved past the selfie stage of life and into parenthood, and that they’re a lucrative demographic that’s worth studying. But there’s a rapidly growing sector brands should be paying attention to: Hispanic millennial parents. Read on for more insights from Univision and Viant into how marketers can reach this coveted group.