As Game of Thrones enters its final season, we examine how the habits and preferences of the series’ fans have changed over the years.
Jon Schulz, CMO at Viant explores why it’s so important for marketers to move beyond impression-based metrics and focus on ROI. He explains the steps marketers need to take to make holistic attribution at their company possible, focusing on how to get buy-in across the organization and develop a strong data-driven culture.
Looking for a location data partner? First, learn these five key questions to ask to ensure you’re choosing the best fit for your needs.
African-Americans are forecast to wield a collective buying power of $1.4 trillion by 2020, with millennials, who comprise a quarter of the population, likely to command a sizeable chunk of that spending, a study by Viant Technology found. Viant also said that “people-based” marketing can be a powerful tool in connecting with African-American millennials, in particular.
Location data is more powerful than ever before. Cuebiq’s EVP, Data Ecosystem discusses what the significant advancements in the space mean for today’s marketers.
With advances in location and time data, advertisers now have the ability to track consumer movement in the real world to measure outdoor advertising tactics, writes Viant CMO Jon Schulz in MarTech Today.
In eMarketer’s new Advancing Marketing Attribution report, Viant’s CMO discusses the importance of balancing both channel-level and company-specific KPIs, as well as the key questions to marketers must ask to successfully do so.
TargetSpot’s Carolyn Hudson discusses what’s driving the rapid growth of digital audio as well as why the medium is so valuable to today’s marketers.
The Washington Post is moving beyond cookie targeting because “more than 60% of marketers won’t rely on cookies for digital in the next 2 years,” says Viant in Business Insider.
“When marketers integrate the second screen by retargeting audiences shortly after their television creative airs, consumers can be up to 72% more likely to convert within the next 24 hours,” says Viant CMO Jon Schulz.