Viant

A weekly comic strip from AdExchanger that highlights the digital advertising ecosystem…

Mergers and acquisitions, the industry’s slow-motion pivot away from third-party data and the expansion of commerce-based business dominated the headlines for media and sell-side ad tech in 2021. What does the industry predict for 2022? More of the same as these trends continue to play out in the year ahead. First-party first In 2022 and […]

Have you ever seen the same ad an ungodly number of times while watching your favorite programming? If so, you’re a victim of the current connected TV (CTV) experience. Jon Ahuna, SVP of operations at Viant, uncovers two specific technical hurdles abehind this problem and shares how marketers can collectively overcome them through the smarter use of IDs.

A weekly comic strip from AdExchanger.com that highlights the digital advertising ecosystem…

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Booming Biz The DSP Viant reported a year-over-year revenue increase of 66% to $50.4 million. Viant IPOed in February, part of a recent boom in programmatic companies on the public market. As with most of those companies, Viant is going big on CTV, which […]

Ad tech IPOs are back in fashion as online advertising continues to surge during the ongoing COVID-19 pandemic. In the first quarter of 2021 alone, there were seven ad tech transactions valued at more than $1 billion – double the number of unicorn-level deals that went down in the past few years combined. Public companies […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. Correction Streaming giant Netflix slipped a bit after riding high when demand surged at the start of the COVID-19 pandemic. CNBC reports that Netflix shares dropped more than 10% in after-hours trading on Tuesday night following an earnings report with fewer-than-expected subscribers. Netflix gained […]

Here’s today’s AdExchanger.com news round-up… Want it by email? Sign up here. TikTocking Dollars TikTok wants in on the ecommerce action that has skyrocketed during the COVID-19 pandemic. It’s introducing new ad formats designed for purchase conversions on the platform. Business Insider reports that the Chinese video app plans to roll out new tools l that […]

Viant’s stock rose 90%, from $25 to $47 per share, after its debut on the NASDAQ stock exchange Wednesday.  Investors on Viant’s roadshow “clearly understood Viant’s people-based approach, and how it’s built for cookie and device identifiers going away,” said CEO and co-founder Tim Vanderhook to AdExchanger. At the time, the stock was up to […]

Ad software provider Viant Technology Inc. filed an S-1 on Friday with the US Securities and Exchange Commission ahead of an initial public offering as the company positions itself for future growth. The company anticipates a boom in the growing programmatic advertising market, particularly across linear TV, CTV and mobile. Viant, which was founded in […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Adam Paz, VP at Viant Technology. Despite the significant marketer demand for identity-based solutions and the ad industry’s acknowledgment that we need a new form of identity resolution, few platforms are […]

More than a year after Meredith said it would sell off Viant, the ad tech company has found its buyer. Viant co-founders Tim and Chris Vanderhook said Monday they’ve bought back the 60% stake they sold to Time Inc. in 2016, before Time Inc. itself was acquired by Meredith. They declined to reveal the deal […]

Viant’s answer to the marketing data overload problem isn’t a customer data platform – it’s a data lake. “And it’s for advertisers that want to go deeper on analytics,” said Jon Schulz, CMO at the Meredith-owned ad tech platform, which launched its data lake solution out of beta on Monday. Think of the data lake as a […]

Data was center stage Thursday at Meredith’s first NewFront since the acquisition of Time Inc. closed at the end of January. “We’re a data-driven organization,” its chief marketing and data officer, Alysia Borsa, told AdExchanger, referring to “the new Meredith,” where data informs everything from product to advertising to editorial. The women-focused media company, which […]

“Data-Driven Thinking” is written by members of the media community and contains fresh ideas on the digital revolution in media. Today’s column is written by Alex Perrin, vice president of programmatic strategy at Viant’s Adelphic. Brands place too high of a priority on impersonal technology versus strategic partnerships that garner access to innovative solutions. Everyone […]

In acquiring Adelphic for an undisclosed price, Viant hopes to create a “people-based DSP” that combines media execution with deterministic data from parent company Time Inc. But don’t think of what Time Inc. is building as a mini walled garden, said Viant CEO and co-founder Tim Vanderhook. “Everyone wants the scale that Facebook and Google […]

More marketers are adopting data-driven tactics by blending their own first-party data with third-party sources. Financial services, for example, is undergoing major digital disruption, and banks are looking to translate direct-to-consumer marketing tactics to business constituents. Capital One seeks to reach small and medium-sized merchants nationwide through its small-business division and does so using Salesforce […]

Time Inc. on Thursday reported its best quarter in two years: It grew revenue 1%. For a Facebook or Google, those results would be alarmingly bad, but for a traditional media company trying to grow digital revenue as its large print and subscription businesses decline slowly year after year – well, that isn’t so bad. […]

Why shouldn’t Time Inc. take on Facebook? The 94-year-old media brand will acquire ad platform company Viant for its “people-based” marketing capabilities, the companies said Thursday. Viant – an amalgam of companies that rebranded a year ago from Interactive Media Holdings (IMH) – includes the remains of MySpace, ad network Specific Media, video ad platform Vindico and Xumowill, a smart […]

Interactive Media Holdings (IMH), the operating company behind ad network Specific Media, social network MySpace, video ad platform Vindico and smart TV system Xumo, rebranded Wednesday as Viant. Along with the rebrand comes the release of a cloud-based platform called Advertising Cloud (yes, another cloud), which is a sum of three parts: a media execution platform, […]