As the way we watch TV has changed, so has the approach to TV advertising. Traditionally, TV ads have been run without much thought behind personalizing the viewer experience, and often with limited measurement or feedback on performance. The rise of automatic content recognition technology (ACR) is changing that.
“One of the things we had heard from a lot of different marketers is that they want to be able to extend … not just through a managed service but also through a self-service interface,” said Viant’s CRO, Jeff Collins. “That’s really why we acquired Adelphic – Adelphic adds that self-service layer we’ve been looking for.”
Earlier this week, Viant announced it is buying Waltham, MA-based Adelphic, a six-year-old demand-side platform for ad buyers. But why? In this video interview with Beet.TV, Viant chief revenue officer Jeff Collins says Viant made the buy to move ad-tech in to the software-as-a-service realm.
With its database of a billion registered users worldwide, Viant is now ready to challenge the kings of people-based advertising: Google and Facebook.
By combining Viant and Adelphic’s capabilities, Time will have the pieces in place for a well-rounded in-house private marketplace that can leverage user insights from Viant, automated programmatic buying from Adelphic and the entire marketplace will be cross-channel because Viant is a cookie-less technology.
Viant, an advertising technology company, has announced that it will acquire cross-channel advertising platform Adelphic. The autonomous execution and media planning tools of Adelphic along with its customer reach across formats and screens will reinforce the analytical offerings of Viant.
In acquiring Adelphic, Viant hopes to create a “people-based DSP” that combines media execution with deterministic data from parent company Time Inc. AdExchanger caught up with Viant co-founders Tim and Chris Vanderhook to talk about how Time Inc. might bring its ad tech vision to life.
In a statement, Time Inc claimed that Adelphic’s self-service programmatic capabilities would bolster Viant’s “people-based offerings”. Through a combination of Time Inc and Viant’s first-party user data, it claims the new DSP offering will allow brands to reach more than a billion consumers worldwide.
While Viant specialises in people-based programmatic advertising, which focuses on building out individual customer profiles rather than cookies, snagging Adelphic’s tech gives the publishing company its very own mobile, cross-channel Demand Side Platform (DSP).
Time Inc-owned Viant has agreed to purchase programmatic advertising platform Adelphic, broadening the scope of the advertising tech firm’s operations. The takeover is expected to conclude by the spring and will give Viant access to Adelphic’s demand-side tools which enable brands to perform sharper cross-device targeting.
“We know that in addition to premium content, advertisers are looking for more efficient buying processes for digital audiences. With Adelphic’s proven self-service capabilities, Time Inc and Viant will be able to deliver greater programmatic competencies and benefits to our partners,” Time Inc. president and CEO Rich Battista says.