Viant Advertising Cloud® Goes Self-Service Programmatic
London, UK — Viant, a Time Inc. people-based advertising technology company, announced 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.
Marketers can now utilise the Viant Advertising Cloud‘s self-service programmatic capabilities while leveraging the full benefit of one of the largest identity-based device and user graphs available via a single, intuitive dashboard. This is coupled with a robust roster of deterministic data partners to enable marketers to reach their target audiences with accuracy, persistency and scale.
In addition to deterministic audience targeting, the Viant platform continues to deliver advanced analytics capabilities and a full suite of Multi-Touch Attribution (MTA) measurement tools. This means marketers can utilise advanced analytics to measure their campaigns at scale, including deterministic cross-device and cross-channel ROI measurement that links ad exposure to in-store sales.
“Since Viant’s acquisition of Adelphic last quarter, we’ve made significant enhancements to the platform in order to provide marketers with globally scaled people-based cross-channel advertising capabilities,” said Viant co-founder and CEO Tim Vanderhook. “The robustness of The Viant Advertising Cloud is further enhanced with the advanced, self-service programmatic capabilities Adelphic brings to the platform.”
These expanded capabilities and timely integration with a focus on self-service programmatic will drive further efficiencies for both Viant and Adelphic customers in the months ahead.
For more on the combined Viant and Adelphic offering, please visit www.viantinc.com.
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 cross device advertising. Founded in 1999, Viant owns and operates Adelphic and Myspace and 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.
About Adelphic
Adelphic is a leading people-based cross-channel demand-side platform. Adelphic provides an enterprise-ready self-service software solution for agencies, brands and other large media buyers to make meaningful engagements with consumers across all devices and formats. The company’s platform is fully RTB-enabled and delivers global scale through access to all leading inventory providers. Adelphic’s technology overcomes the limitations of user identification across all digital devices, yielding rich, nuanced portraits of real people, instead of cookies. Adelphic is owned by Viant, a subsidiary of Time Inc. (NYSE:TIME). For more information, visit adelphic.com.
