The one annual theme that pervades I-COM is the creative application of data science to marketing creativity. Additionally, one of the highlights of the show is the Data Creativity Awards, where marketers and analysts are rewarded for excellence in exactly that intersection of disciplines.
Nearly a third of senior advertisers in North America are familiar with people-based targeting and know the concept well, according to February 2016 research. A further 39% said they have a general idea of what it is.
The Viant Advertising Cloud has been re-verified by VivaKi, highlighting the strength of Viant’s current DSP product offering, and solidifying Viant as a leader in the people-based DSP market.
Many marketers still find frustration trying to assess where and how their digital ads are being interacted with by consumers, whether the messages are reaching their intended audience, and – crucially – whether the consumer has already completed their path to purchase as a consequence.
Cookie-based modelling is going further out of favour, due to its limitations in accuracy and cross-device targeting capabilities, explains Viant’s UK Managing Director, Katie Field, in this Q&A with ExchangeWire.
Viant’s Video Insights Report: 2015 Year-in-Review provides a comprehensive look at the evolving digital video advertising landscape, focusing specifically on how mobile device proliferation, viewability rates and other factors are re-shaping digital video advertising strategies for Major Media, Internet brands, Exchanges and Networks.
As the number of connected devices per U.S. household continues its rapid climb, marketers are having a harder time identifying the impact of their digital advertising.
Viant CEO Tim Vanderhook sat down with Business Insider to discuss Time Inc.’s recent acquisition of Viant and its people-based advertising platform, the Viant Advertising Cloud.
Time Inc. and Viant, today made an announcement for Time Inc. to acquire Viant, a leading people based marketing platform. The transaction creates a digital platform that combines first party data and wide ranging programmatic capabilities across Time Inc.’s premium content.
As the shopping experience continues to evolve and become more complicated with the increase of mobile device usage and scattered content consumption behavior, retailers are having a harder time than ever identifying where their advertising budgets should be focused.