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.
MySpace has enormous monthly user traffic, mostly from users accessing archived photos, and that data is one of the major sources driving an “exploding” digital advertising buying platform for ad tech conglomerate Viant, says Tim Vanderhook, CEO, in this interview with Beet.TV at CES earlier this month.
To power the updated ad-buying platform, Salesforce is also teaming up with data analytics, measurement and ad-tech companies, including Viant, Neustar and Acxiom’s Liveramp.
Tim and Chris Vanderhook – the twin brothers that head up Viant – recently took to the European ad tech conference circuit heralding the ‘Death of the cookie’, adding that email is now key to targeted advertising.
The next big revolution in the advertising world is now centered around ‘people based measurement.’ This allows marketers to manage reach and frequency across all connected devices.
In order to stay relevant, the automotive industry has had to adapt to evolving consumer, safety, and technological trends. One way they have done this is by changing how they advertise to consumers.
Today, we’re seeing the martech and ad tech sectors collide through acquisitions and partnerships, including Viant’s partnership with SalesForce.
Another year, another eventful few days at Dmexco, jam-packed with a great line-up of speakers, writes Katie Field, UK MD at Viant, who has distilled the takeouts from the gathering into five key themes.