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Time Inc. Extends Advertisers’ Reach and Scale with Viant’s People-Based Software


Time Inc. (NYSE:TIME) today announced that the company has made the robust people-based data and targeting and measurement capabilities of the Viant Advertising Cloud available to Time Inc. advertisers. Time Inc. now provides its advertising clients with reach and scale beyond its owned-and-operated properties, as well as across all digital devices in a seamless, accurate and measurable way. In addition, Time Inc. can leverage the Viant Advertising Cloud to deliver people-based audience segments across Time Inc. premium properties and can more comprehensively measure advertising impact.

“Over the past two years, we’ve experienced strong growth of programmatic revenues, as well as mobile, social and video audiences,” said Time Inc. Chairman and CEO Joe Ripp. “With Viant’s people-based platform, we are combining our premium content, subscriber and visitor data and advertising inventory with first-party data and targeting capabilities to bring substantial value to our partners,” he said.

The data available to advertisers comes from Time Inc.’s over 100 powerful media brands that are recognized globally, including People, Time, Fortune, Sports Illustrated, InStyle and Food & Wine. This offering creates an industry-leading pool of first-party data on the Viant Identity Management Platform, a part of the Viant Advertising Cloud, and provides Time Inc. with access to all of Viant’s data and platform partners.

Focused on maximizing advertising impact and leveraging registered users, not cookies, the Viant Advertising Cloud enables marketers without access to first-party data to build their own audience segments and thereby match and target consumers using Viant’s large registered user base. The combination of Time Inc. and Viant creates an unduplicated US monthly unique reach exceeding 226 million, according to comScore (December 2015).

“The inclusion of Time Inc. properties and audiences into the Viant Advertising Cloud is making available some of the best brands and audiences in the industry,” said Viant co-founder and CEO Tim Vanderhook. “With this partnership, we gain the ability to drive deep, insightful measurement across all campaigns by both companies to give advertisers both enhanced targeting precision in an era of people-based accuracy and performance feedback they have long sought for their advertising spend,” he said.


Time Inc. (NYSE:TIME) is one of the world’s leading media companies, with a monthly global print audience of over 120 million and worldwide digital properties that attract more than 150 million visitors each month, including over 60 websites. Our influential brands include People, Sports Illustrated, InStyle, Time, Real Simple, Southern Living, Entertainment Weekly, Travel + Leisure, Cooking Light, Fortune and Food & Wine, as well as more than 50 diverse titles in the United Kingdom, such as Decanter, Horse & Hound and Wallpaper*. Time Inc. is home to celebrated franchises and events, including the Fortune 500, Time 100, People’s Sexiest Man Alive, Sports Illustrated’s Sportsperson of the Year, the Food & Wine Classic in Aspen, the Essence Festival and the biennial Fortune Global Forum. Hundreds of thousands of people attend our live media events every year. We have been extending the power of our brands through various investments and acquisitions, including the formation of Sports Illustrated Play, a new business devoted to youth and amateur sports, and the acquisitions of INVNT, a company that specializes in live media, and Viant, an advertising software firm with a leading specialized people-based marketing platform. We also provide content marketing, targeted local print and digital advertising programs, branded book publishing and marketing and support services, including subscription sales services for magazines and other products, retail distribution and marketing services and customer service and fulfillment services, for ourselves and third-party clients, including other magazine publishers.


Viant® is a leading people-based advertising software company that enables ad buyers to plan, buy, and measure their advertising investments. Its self-service DSP for omnichannel advertising, Adelphic®, provides the ability to execute programmatic advertising campaigns across Connected TV, linear TV, mobile, desktop, audio and digital out-of-home. Viant’s Identity Resolution capabilities have linked 115 million U.S. households to more than 1 billion connected devices, and is combined with access to more than 12,000 audience attributes from more than 60 people-based data partners. Viant is an Inc. Best Places to Work award winner. To learn more, visit and or follow us on Facebook, Twitter, Instagram, LinkedIn, and YouTube.


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