Can Machine Learning Solve Our Viewability Challenges?

Given the limited availability of quality inventory, as more advertisers want viewable impressions, competition increases and price move up. Increasing the scale of this pool is one of the biggest challenges facing advertisers today. So how do we solve for these issues? Viant’s CTO Fabrizio Blanco reveals.

For Programmatic To Grow, Commercial Terms Must Change

As programmatic matures, the business model must change to keep up with the times. Advertisers will migrate from the pay-as-you-go percentage-of-spend tech tax to new models, such as long-term subscriptions, writes Viant’s CRO Jeff Collins.

Two DSPs add out-of-home programmatic inventory, as the real world becomes another channel

An announcement this week by Adelphic highlights new forms of retargeting, attribution, real-world based audience targeting and multi-channel coordinated campaigns.

What is Second-Party Data and Why is it Important to Understand?

Most marketers understand first- and third-party data, but when it comes to second-party data, things aren’t as clear. Here’s why it’s important to understand the differences between all three.

Viant’s Adelphic® Announces New Inventory Integrations, Becomes the Industry’s Leading Digital Out-of-Home Connected DSP

Adelphic®, a Viant subscription-based self-service platform for cross-channel programmatic advertising, today announced the addition of DOOH inventory from Rubicon Project’s PMP, further establishing Adelphic® as the leading DSP with the most DOOH inventory integrations in the industry.

Four Reasons Why Your 2019 Marketing Budget Should Target Hispanics

According to Viant research, Hispanic shoppers are active within their communities online and turn to social to research, review and advocate for brands. Nearly 50% of survey participants report they have participated in an online discussion involving a brand or have used a brand’s hashtag, compared to 17% of non-Hispanic shoppers.

They Love to Shop, but Where do Black Friday Shoppers Like to Eat the Rest of the Year?

Plenty of shoppers plan their holiday season around Black Friday, but where are they satisfying their appetites once the day has come and gone? Leveraging the Viant Advertising Cloud, we found out.

Retail Briefing: The North Face takes a stab at a ‘retail lab’

Ahead of Black Friday and Cyber Monday coming up this weekend, Viant claims that Black Friday shoppers are 36 percent more likely to eat at a Golden Corral and 71 percent more likely to shop at JCPenney in Digiday.

Viant’s TV Viewability and Distraction Report: 89% of US Smartphone Owners Use Their Phone While Watching TV

Viant has published the results of its TV Viewability study, in which it analyzes device ownership and distraction factors. The answer, concludes the study, is a cross-channel and retargeting strategy.

Why B2B Marketers Look to Multi-Touch Attribution to Drive Qualified Leads

B2B marketers have more advantages than ever to increase the precision and accuracy of their campaigns. And to reach and engage the right qualified leads, multi-touch attribution (MTA) is one of the best tools to help B2B marketers have greater precision and measure the effectiveness of their campaigns throughout the customer journey, writes, Jon Schulz, CMO, Viant.