Adelphic’s Self-Service Programmatic Capabilities Bolster Viant’s People-Based Offerings. Combination Will Create the Industry’s First People-Based Demand-Side Platform,
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With over $828 billion in retail and e-commerce sales forecasted for the 2016 back to school shopping season, there’s a lot of opportunity for advertisers to capture sales before the big end of year holiday season. Let’s take a look at some of the key trends this season.
Marketers have always acknowledged the benefits of accounting for every marketing channel and brand-imposed touchpoint, but in spite of such awareness, adoption of these types of practices has been slow and labored, as explored in a new eMarketer report.
It’s no secret that retailers have experienced big disruptions from technology. In the past twenty years alone, the shopping experience has gone from an entirely in-store event to a fully immersive in-person and digital experience that spans all devices.
Viant CMO Jon Schulz shares his experience at this year’s Cannes Lions event, discussing his insights on the three major challenges facing advertisers and brands today.
Today, our data has been processed so much that we often find ourselves working with a metric that doesn’t look anything like what we originally set out to do. In order for us to overcome this processed data problem, we must create one currency for both the online and offline world: real people.
The biggest issue to take center stage at the Digiday Brand Summit was the proliferation of mobile devices and the effect that cross device behavior was having on consumers’ shopping habits. It was clear that brands were struggling to identify the most effective ways to reach their customers across devices, while also accounting for each advertising dollar spent.
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?
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.
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.