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How CPG Advertisers Can Boost ROAS with Recency Targeting

For the first time ever, CPG campaign data from three major US brands has been used to test the principle of recency, which proposes that ads are most effective right before a consumer is about to buy a product. Learn more in “The Persuadables”, a new research report from Joel Rubinson, formerly the Chief Research Officer at the Advertising Research Foundation, Nielsen Catalina Solutions, and Viant.

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First Look: Viant’s Adelphic Partners With Integral Ad Science

Ahead of the weekend, MMW learned that ​​​​​​​​​Adelphic — a self-service platform for cross-channel programmatic advertising — has rolled out the addition of viewability verification from Integral Ad Science (IAS), becoming one of the first DSPs to integrate these insights and make them directly accessible within their platform.

Viant’s Adelphic Partners with Integral Ad Science, Closing the Loop Between Viewability, Targeting and Measurement

Viant’s Adelphic, a self-service platform for cross-channel programmatic advertising, today announced the addition of viewability verification from Integral Ad Science (IAS), becoming one of the first DSPs to integrate these insights and make them directly accessible within their platform.

Viant Advertising Cloud Named Best Performance Marketing Technology

Viant was awarded Best Performance Marketing Technology at the Performance Marketing Awards 2017 (PMAs) in London for its Viant Advertising Cloud platform. The esteemed judges praised the Viant Advertising Cloud for its wealth of user registration data from real people and its ability to reach those individuals at scale.

Mother’s Day Trends To Remember After The Holiday

Consumers will spend $23.6 billion on mom this year — up from $21.4 billion in 2016, according to estimates by the National Retail Federation (NFR, and there are several trends that marketers should keep in mind even after the holiday. Leveraging data from the Viant Advertising Cloud, which includes aggregate data from about 250 million U.S. consumers, the Time-owned people-based advertising company analyzed the gifts consumers bought for mothers in 2016, and found that shopping habits depend on family dynamics.

What Gift You Can Expect on Mother’s Day Based on How Old Your Kids Are

Like 85% of Americans, you may be shopping for Mother’s Day gifts over the next couple of days. Mother’s Day is the third largest retail holiday in the United States and shoppers are expected to set new records for gift giving in 2017. This year, Viant is giving moms some insight into what gifts they can expect.

New Research Points to Principles for Driving Higher Return on Ad Spend

Joel Rubinson of Rubinson Partners, Nielsen Catalina Solutions (NCS), and Viant have just announced a new study, The Persuadables, aimed at helping CPG marketers understand how to better target advertising to drive the highest return on ad spend (ROAS).

The Persuadables: New Research Reveals Principles for Driving Higher Return on Ad Spend by Combining Purchase Cycle with People-Based Advertising

Rubinson Partners, Nielsen Catalina Solutions (NCS), and Viant, a Time Inc. people-based advertising technology company, today announced a new study, The Persuadables, aimed at helping CPG marketers understand how to better target advertising to drive the highest return on ad spend (ROAS).

Viant Completes Integration of Adelphic into Viant Advertising Cloud®

Viant announced today that after completing a successful integration, the Viant Advertising Cloud® now leverages the self-service programmatic tools and capabilities of recently acquired cross-channel programmatic advertising platform, Adelphic.

How to Use First-Party Data to Master the Customer Journey

The customer journey is a long, evolving process where brands need to build awareness in order to drive the consumer to purchase. For brands, understanding how the journey is changing is vital to generating repeat purchases, creating brand loyalty, and delivering value that retains customers over their lifetime. Brands want and need to cultivate long-term […]

How CPG Advertisers Can Boost ROAS with Recency Targeting

For the first time ever, CPG campaign data from three major US brands has been used to test the principle of recency, which proposes that ads are most effective right before a consumer is about to buy a product. Learn more in “The Persuadables”, a new research report from Joel Rubinson, formerly the Chief Research Officer at the Advertising Research Foundation, Nielsen Catalina Solutions, and Viant.