Ahead of the weekend, Viant — a Time Inc. people-based advertising technology company — confirmed 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 utilize 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 including purchase history, television viewership and a full suite of Multi-Touch Attribution (MTA) measurement tools. This means marketers can utilize advanced analytics to measure their campaigns at scale, including TV attribution and 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.”
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