Tim Vanderhook knows a thing or two about the pace of change in media and marketing and the fear that can bring. He is the CEO and co-founder of Viant, previously Specific Media, that he launched along with his brothers Chris and Russ 15 years ago.
“We set out to create a new foundation not as reliant on proxies and cookies but on a direct relationship with the consumer… a project to map out the country.”
The quest to “know your customer” has changed drastically. Before the internet, marketers would only have a person’s mailing address. Now they’re able to extract an incredible amount of data about their customers from their social media handles, IP addresses, and mobile device IDs.