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.
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.
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.
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.
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).
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.
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.
Viant’s CMO, Jon Schulz, discusses the top key auto shopping trends with Auto Remarketing, including who conducts research via mobile and which drivers drink Starbucks.
As advertisers yank spend from YouTube and Google Display Network due to brand safety concerns, premium publishers see an opportunity. Publishers like Time Inc. have done so by diving into ad tech itself, via acquisitions like Viant and Adelphic that make it easier to buy Time’s audience. “We offer adjacency to premium, brand-safe video programming, both on our sites and across a vetted syndication network,” said Brad Elders, EVP and CRO at Time Inc.
Demographic data has been the cornerstone of retail marketing for decades, but in order to increase advertising effectiveness and drive revenue, retailers have to consider the behavior of their consumers to drive their marketing strategies. Viant’s VP of Research & Analytics, Rick Bruner, lends his perspective on how brands can attract the biggest spending customers by going beyond demographic data.
“By further joining forces with Viant, we are helping advertisers tap into consumers that were previously difficult to target before the connection between the platforms,” stated Anne Doherty, Senior Vice President of Sales, Acxiom’s Audience Solutions division.