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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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MySpace is Alive and Well and Powering Targeted Advertising

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.

CRM Platforms Can Now Help With Ad Targeting Across Digital And Social Platforms

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.

Ad tech purchase heralds the rise of email in a post-cookie world

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 Evolution of People Based Measurement

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.

A new generation of digital marketing in automotive

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.

Collision of Martech & Ad Tech

Today, we’re seeing the martech and ad tech sectors collide through acquisitions and partnerships, including Viant’s partnership with SalesForce.

The five key ‘bridging worlds’ trends from Dmexco

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.