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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Ending a Reliance on Cookies and Walled Gardens for Good

As brands put more resources behind the acquisition and management of big data, marketers are feeling increased pressure to leverage this data to reach customers across the open web effectively. Throughout this process, several questions arise: where should the data come from? What are acceptable ways to collect and use the data? And how can we guarantee the data’s accuracy?

Time Inc. Receives Q1 Revenue Boost From Viant, Launches People-Based Ads

Acquiring Viant in February propped up digital advertising’s Q1 growth. The completed acquisition is Time Inc.’s bet to take on the two digital advertising behemoths by developing a deterministic, cross-device data set of its own.

Time Inc. Receives Q1 Revenue Boost From Viant, Launches People-Based Ads

Time Inc. is adding in Viant’s capabilities quickly. It has enabled its people-based platform across all Time Inc. properties, and marketers can buy using people-based data both on and off Time Inc.’s properties.

Time Inc. Extends Advertisers’ Reach and Scale with Viant’s People-Based Platform

Time Inc. (NYSE:TIME) today announced that the company has made the robust people-based data and targeting and measurement capabilities of the Viant Advertising Cloud available to Time Inc. advertisers.

Brands that can master the magic of intent will be front of mind for consumers

Forget the research stage – brands need to reach consumers when they are first considering a purchase, and first-party data is the way to do it. Data worked its way into every session, panel and debate in all of its forms: as the disruptor of sectors, as the antidote to flailing marketing efforts, and as the passport to razor-sharp insights, argues Katie Field, UK MD at Viant.

Get Ready: NewFront Season Is Upon Us

During the first two weeks of May, old and new media companies alike will present their latest video programming and tech at the Interactive Advertising Bureau’s Digital Content NewFronts with the goal of hyping their content — and selling ads, of course.

3 Emerging Marketing Trends in Retail

The recent Women in Retail Leadership Summit in Miami provided a unique opportunity to network with and learn from the industry’s most creative, driven and successful women. Amid the powerful and insightful presentations as well as conversations held during outdoor cocktail receptions held by the beautiful Four Seasons pool, the event shed light on the challenges facing today’s top retail brands.

Experian launches PII-matching audience targeting platform to reach 85% of the US

In the new Audience Engine, brands and others can enrich customer profiles with various layers of PII-based data, and then anonymously target those same users online, in email or on addressable TV.

Does MySpace Have Any Distribution Juice Left for Publishers?

Last month Time Inc. bought MySpace owner Viant in a move to, Time Inc. said, better target ads to audiences, tie consumers’ devices to the actual people and link ad spending with actual sales.

Shifting from Cookies to Real Voters: 2016 Presidential Election

By combining the precision a digital advertising campaign powered by first-party data to target individual voters, with the massive scale, and reach of traditional television to influence a wider demographic and create mass awareness, campaign strategists can rest assured their candidates’ messages are reaching audiences that matter.