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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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Hispanic Millennials Are More Likely to See Disney Signs [Article in Spanish]

With 24 million Hispanic millennials in the US, deciphering their habits and behaviors is vital for brands, agencies and media companies. That is why Viant, a Time Inc. company, published a study focused on this particular demographic, which challenges many of the notions and preconceptions about young Hispanics in the United States.

Disney, the Kardashians lead choice for Hispanics

Though it may be unsurprising that Univision and Telemundo are the preferred networks for US Hispanics, research by Viant has revealed that Disney networks and the Kardashians’ shows are also at the top. According to the Time Inc. technology company, Univision and Telemundo are the top networks among Hispanic millennials, but Disney is also among the top-rated networks. Hispanic millennials are 10% more likely than non-Hispanic millennials to watch the Disney Channel, Disney XD and Disney Junior US.

Hispanic millennials 26% more likely to shop Nordstrom

The U.S. Hispanic population is now 59 million people—40% of which are millennials—and they spend more than $1.5 trillion a year. According to technology company Viant’s report, “The Marketer’s Guide to Hispanic Millennials,” this demographic is more likely to shop at department store chains Nordstrom, JCPenney and Macy’s than other millennials.

Disney and the Kardashians Conquer Hispanic Millennials [Article in Spanish]

Though it may be unsurprising that Univision and Telemundo are the preferred networks for US Hispanics, research by Viant has revealed that Disney networks and the Kardashians’ shows are also at the top. According to the Time Inc. technology company, Univision and Telemundo are the top networks among Hispanic millennials, but Disney is also among the top-rated networks. Hispanic millennials are 10% more likely than non-Hispanic millennials to watch the Disney Channel, Disney XD and Disney Junior US.

The Marketer’s Guide to Hispanic Millennials [Report]

Viant, a Time Inc. technology company, released The Marketer’s Guide to Hispanic Millennials. The report, which analyzed a population of roughly two million Hispanic Millennial consumers and thirteen million non-Hispanic Millennial consumers, produced some interesting behavioral findings including brand preferences, social and mobile habits, auto buying trends, and the people that influence them to purchase.

It’s the Sequel that Makes a CMO Successful

Jon Schulz, CMO at Time Inc. owned Viant explores the challenges CMOs face and new skills marketers must sharpen for success in a role that is becoming increasingly complex. He explains why a CMO must continually develop new strategies to align with the new media landscape, embrace data and prove marketing’s impact on the bottom line more than ever.

The rise of self-service in ad tech

In January, Time Inc.-owned Viant acquired demand-side platform Adelphic because “there has been growing interest in self-service media execution capabilities among both brands and agencies,” said Jon Schulz, Viant’s CMO. “Integrating self-service has opened us up to more programmatic-only partners who wanted access to our data.”

How to Engage Hispanic Millennials: From Shopping to Social

WWD covers Viant’s new report, The Marketer’s Guide to Hispanic Millennials. This new research reveals the unique spending habits and consumer attitudes of Hispanic Millennial consumers and how advertisers can reach them with a people-based approach.

How to develop an effective women’s initiative for your tech company

Viant’s Director, Halai Shukran, shares how the company’s Women’s Initiative enhances leadership skills and creates development opportunities across the entire organization in Information Age.

Will People-Based Marketing Take Over?

With their 1.2B registered users, Viant and Time Inc. are contributing to people-based advertising’s take over, writes MarTech Today.