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Digital Marketing’s Role in the CMO-CFO Divide

Viant’s new research demonstrates how CMOs who prove the value of digital marketing spend will make allies of their CFOs and succeed.

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Viant’s Data Lake Sets the Standard for Digital Advertising Transparency

Viant today announced its cloud-based Data Lake, which provides advertisers a fully transparent view of what they are getting from their cross-channel advertising investment, has launched out of beta, a major milestone for the platform.

Marketers Run For The Roses

Ahead of the Kentucky Derby, Viant breaks down the event’s TV audience into three segments (gamblers, outdoorsy people and sports fans) and reveals their differing auto, beer and shipping preferences.

How to Reach the Right Kentucky Derby Fans

With limited opportunities ahead of the race, and with no commercials airing during the actual event, how can Kentucky Derby viewers best be reached outside those exhilarating two minutes on the track? We break it down.

Don’t Make Assumptions About Westworld Fans

Just as in Westworld’s futuristic Wild West-themed amusement park, things aren’t always as they seem. To prove it, we compared Westworld’s viewing audience to that of another immensely popular HBO series, Game of Thrones. Utilizing the Viant Advertising Cloud, Viant’s people-based platform that consists of more than 250 million registered users, we found that those who assume viewers of Westworld are more interested in the show’s major themes might be making a mistake.

‘Westworld’ Vs. ‘Game of Thrones’: What Fans Like, Drink and Do

If you thought that Westworld viewers are more likely than say, Game of Thrones fans, to own video game consoles, adopt new technology and take long, expensive vacations to somewhat morally questionable alternative reality landscapes, you might be partially wrong, says Viant’s CMO as he reveals the consumer behaviors of both Westworld and Game of Thrones fans.

XUMO’s Colin Petrie-Norris on How OTT Has Revolutionized Content Consumption and What Marketers Need to Know

In our latest Q&A, XUMO’s Colin Petrie-Norris, CEO, discusses how OTT has revolutionized content consumption, the OTT audience trends to watch out for and what makes XUMO unique in an increasingly popular streaming scene.

March Madness Viewership Varies Throughout the Tourney

Connected technologies offer a clear picture of how people watch major sports events and what that means for brands trying to reach those consumers. Deploying those technologies, ad-tech firm Viant, which specializes in creating targeted campaigns for advertisers, has revealed data indicating the variability of March Madness viewing and the pronounced differences in how fans tune into the various rounds of the NCAA basketball competition.

Three Trends To Follow To Reach Your Hispanic Audience With Meaningful Campaigns

According to Viant’s Hispanic Millennials report, millennials make up 40% of the Hispanic population — which means that if advertisers are truly serious about targeting Hispanics, they should also be tailoring their message to appeal to the millennials amongst them. Here are the other top trends marketers need to consider in order to create meaningful campaigns for a Hispanic audience.

The ‘Kiss, Marry, Kill’ Game: Digital Marketing Edition

As new platforms and technologies impact consumers’ path to purchase, there is a growing challenge to identify new strategies to drive sales and deliver true return on ad spend in the changing digital landscape. After speaking with marketers about some of the biggest challenges and opportunities in the industry, I see that many of them appear to be playing a version of the classic game of “kiss, marry, kill” when it comes to making strategic decisions about their brand, audience and measurement, writes Viant’s VP of Strategic Partnerships Jeremy Haft.

The Customer Service Imperative In Ad Tech

One of the defining characteristics of technology is its potential to improve workflow. Buying through technology, rather than face-to-face, for example, has become the norm. However, while having good technology is incredibly valuable, client service may be the most important ingredient for success, writes Adelphic’s VP of Programmatic Strategy Alex Perrin in AdExchanger.