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What’s Holding Marketers Back from a Holistic Attribution Strategy?

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.

McDonald’s makes black millennial consumers top priority with extensive ‘campaign movement’

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.

Why digital out-of-home should be integrated into your 2019 marketing mix

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.

Advancing Marketing Attribution, Part 2

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.

The Washington Post is trying to go beyond cookie-based ad targeting and match ads to people without being ‘creepy’

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.

Why TV Advertisers Need A Second Screen Strategy

“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.

Viant’s Adelphic Announces New Programmatic Audio Inventory Integrations, Further Enhancing Omni-Channel DSP

Adelphic, a Viant subscription-based self-service platform for cross-channel programmatic advertising, announced an enhancement to programmatic audio inventory.

Viant’s Adelphic Adds Audio To Programmatic Inventory

Adelphic, a subscription-based demand-side platform (DSP) owned by Viant and its parent company Meredith Corp., is adding audio to its programmatic advertising integrations. TuneIn, TargetSpot and other international inventory is now available to buy programmatically, through the company’s strategic integration with Rubicon Project.

African-American Millennials Have Spending Power That’s Poised for Growth

New survey data from ad tech company Viant reveals the spending traits of African-American Millennials, who comprise about 26 percent of the total African-American population and 14 percent of all Millennials.

Study: African-American Millennials Far More Likely To Drive A Cadillac Than Other Demographics

New research from the Marketer’s Guide to African-American Millennials shows they have a major preference for Cadillac compared to other demographics in the same age group.