Specific Media, a Viant company, has released a new research whitepaper that reveals the true impact of digital video advertising on purchase intent.
Just as poor diet is causing our bodies to get sick, poor metrics are causing our media plans to go awry. But instead of treating the underlying cause — antiquated metrics — we simply manage the symptoms that they create.
As a first-time attendee of Cannes Lions, I have to admit that I was surprised at how productive my trip was. Despite the beautiful scenery, as well the decadent French cuisine and the endlessly flowing Rosé, I found the meetings and interaction to be both engaging and productive.
In VentureBeat’s latest Viant-sponsored CMO Dilemma podcast, Formula 1 CMO, Michael Williams, discusses marketing the world’s most popular racing sport to the U.S. market.
Uniting and leveraging the two dominant mobile eco-systems – web browsers and mobile apps – to execute successful digital advertising campaigns remains a major concern in ad tech.
With the rise of big data, social media, and mobile communications, retailers should now be enjoying unprecedented opportunities to understand and reach their consumers like never before.
Made up of hundreds of companies offering demand-side platforms, supply-side platforms, data management platforms, ad networks, ad exchanges and more, our splintered Lumascape has caused a major problem for our clients: data fragmentation.
In 2015, the question of viewability has evolved beyond simply “has my ad been seen?” Today, marketers want to know not only if an ad has been seen, but also who is seeing it.
Cross-device marketing is the realization of the multi-touch ideal in digital advertising, where ROAS isn’t based on just probability and cookies.
Emerging as a result of the viewability debate, cross device measurement, mobile concerns, and a handful of other changes in the advertising landscape, the challenge of how, when and what kind of advertising strategies and technologies to adopt can be overwhelming.