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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Research Whitepaper: Unlocking Growth in Retail Through the Application of the 80/20 Rule

As the shopping experience continues to evolve and become more complicated with the increase of mobile device usage and scattered content consumption behavior, retailers are having a harder time than ever identifying where their advertising budgets should be focused.

Viant Report Commissioned from Nielsen Identifies High-Value Holiday Customers for Key Verticals

Viant today unveiled the results of a study commissioned from Nielsen that examines the behaviors of “best customers” during the holiday season across three key U.S. retail and hospitality industries.

Measuring True ROI Across Devices Through a People-Based Approach

At present, marketers are struggling to measure their digital marketing campaigns as consumers move back and forth across connected devices and into physical brick-and-mortar store locations.

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.

Why Hispanic Americans are Automotive Marketers’ Most Receptive Audience

Every year the Hispanic population in the U.S. grows by about one million people. Today, Hispanic American consumers account for $27.9 billion in registered new vehicle transactions, representing 11% of the total market – an astounding figure no matter how you look at it, and one that is continuing to grow.

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.

Connecting Online to Offline at IAB U.K. Engage

Viant’s CEO and COO, Tim and Chris Vanderhook, joined the IAB at their annual Engage conference on Thursday, October 15th, and discussed how a people-based approach to digital advertising gives a more personalised message to the consumer.