Campaigns Can Now Leverage Both the Time Inc. and Viant Databases
NEW YORK – 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. Time Inc. now provides its advertising clients with reach and scale beyond its owned-and-operated properties, as well as across all digital devices in a seamless, accurate and measurable way. In addition, Time Inc. can leverage the Viant Advertising Cloud to deliver people-based audience segments across Time Inc. premium properties and can more comprehensively measure advertising impact.
“Over the past two years, we’ve experienced strong growth of programmatic revenues, as well as mobile, social and video audiences,” said Time Inc. Chairman and CEO Joe Ripp. “With Viant’s people-based platform, we are combining our premium content, subscriber and visitor data and advertising inventory with first-party data and targeting capabilities to bring substantial value to our partners,” he said.
The data available to advertisers comes from Time Inc.’s over 100 powerful media brands that are recognized globally, including People, Time, Fortune, Sports Illustrated, InStyle and Food & Wine. This offering creates an industry-leading pool of first-party data on the Viant Identity Management Platform, a part of the Viant Advertising Cloud, and provides Time Inc. with access to all of Viant’s data and platform partners.
Focused on maximizing advertising impact and leveraging registered users, not cookies, the Viant Advertising Cloud enables marketers without access to first-party data to build their own audience segments and thereby match and target consumers using Viant’s large registered user base. The combination of Time Inc. and Viant creates an unduplicated US monthly unique reach exceeding 226 million, according to comScore (December 2015).
“The inclusion of Time Inc. properties and audiences into the Viant Advertising Cloud is making available some of the best brands and audiences in the industry,” said Viant co-founder and CEO Tim Vanderhook. “With this partnership, we gain the ability to drive deep, insightful measurement across all campaigns by both companies to give advertisers both enhanced targeting precision in an era of people-based accuracy and performance feedback they have long sought for their advertising spend,” he said.
About Time Inc.
Time Inc. (NYSE:TIME) is one of the world’s leading media companies, with a monthly global print audience of over 120 million and worldwide digital properties that attract more than 150 million visitors each month, including over 60 websites. Our influential brands include People, Sports Illustrated, InStyle, Time, Real Simple, Southern Living, Entertainment Weekly, Travel + Leisure, Cooking Light, Fortune and Food & Wine, as well as more than 50 diverse titles in the United Kingdom, such as Decanter, Horse & Hound and Wallpaper*. Time Inc. is home to celebrated franchises and events, including the Fortune 500, Time 100, People’s Sexiest Man Alive, Sports Illustrated’s Sportsperson of the Year, the Food & Wine Classic in Aspen, the Essence Festival and the biennial Fortune Global Forum. Hundreds of thousands of people attend our live media events every year. We have been extending the power of our brands through various investments and acquisitions, including the formation of Sports Illustrated Play, a new business devoted to youth and amateur sports, and the acquisitions of INVNT, a company that specializes in live media, and Viant, an advertising technology firm with a leading specialized people-based marketing platform. We also provide content marketing, targeted local print and digital advertising programs, branded book publishing and marketing and support services, including subscription sales services for magazines and other products, retail distribution and marketing services and customer service and fulfillment services, for ourselves and third-party clients, including other magazine publishers.
About Viant
Viant Technology LLC is a premier people-based advertising technology company, enabling marketers to plan, execute and measure their digital media investments through a cloud-based platform. Built on a foundation of people instead of cookies, the Viant Advertising Cloud™ provides marketers with access to over 1.2 billion registered users, one of the largest registered user databases in the world, infusing accuracy, reach and accountability into device advertising. Founded in 1999, Viant owns and operates several leading digital ad technology and media companies, including Specific Media, Vindico and Myspace, and it is a member of the Xumo joint venture. In 2016, Viant became a subsidiary of Time Inc. (NYSE:TIME), one of the world’s leading media companies with over 100 influential brands including People, Sports Illustrated, Fortune and Time.
For more information, please visit www.viantinc.com.
