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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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Tim Vanderhook – Overcoming The Fear Factor (Video)

Tim Vanderhook knows a thing or two about the pace of change in media and marketing and the fear that can bring. He is the CEO and co-founder of Viant, previously Specific Media, that he launched along with his brothers Chris and Russ 15 years ago.

Could this be the digital ad industry’s magic bullet? Connecting online ads to offline sales

At the heart of digital advertising is a problem that’s existed since the industry began. It’s really a simple issue — the marketing mix is missing a crucial element. But in its simplicity lies its complexity, because that crucial missing element is the consumer.

Solving the CMO’s Dilemma by Targeting Real People, Linking online and offline

Today, CMOs are tasked with driving the top-line revenue growth for their organization. Their biggest challenge is measuring the efficacy of their marketing.

(VIDEO) MySpace Userbase Is Now Viant’s Giant Ad Targeting Machine

“We set out to create a new foundation not as reliant on proxies and cookies but on a direct relationship with the consumer… a project to map out the country.”

MySpace Userbase Is Now Viant’s Giant Ad Targeting Machine

MySpace may have struggled to retain relevance over the last few years, but its latest owner recently rolled up the social network in to a proposition it hopes advertisers will find appealing.

MySpace CEO: ‘Atlas is Not an end-to-end Platform… It’s just a Display Ad Server’

Tim Vanderhook, Viant, and MySpace, CEO, speaks to ExchangeWire, on the launch of the company’s latest ‘advertising cloud’ service.

Bursting the Viewability Bubble: Are Your Ad Dollars Getting Bang for Your Buck

The advertising industry does not have a consistent standard or approach in how to deal with existing viewability and fraud issues…

Ad-Tech Stocks Take a Beating on Wall Street, IPO Market Dries Up

Wall Street is falling out of love with ad tech, and the feeling appears to be mutual.

“Throwback Thursday” Has Unexpectedly Made Myspace Cool Again (And Yes, Your Old Account Is Still Active)

Myspace — the social network that seemingly died in 2011 — is having a weird renaissance: 50 million people now visit the music-heavy social network each month.

Myspace still not dead, but ads are in the driving seat

The idea, in short, is to link people’s online profiles with their offline shopping habits – credit card purchases for example – so that advertisers will know whether their digital ads have led to real-world sales.