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.

African-American Millennials Prefer Cadillac

African-American Millennials are 40% more likely than other millennials to drive full-size cars, per “The Marketer’s Guide to African-American Millennials” from Viant, a Meredith advertising technology company.

How Are Marketers Successfully Shaking Last-Click Attribution?

Marketers want better insight into how their dollars are spent, but replacing last-click attribution models with more advanced approaches can be challenging. Marketers recognize the dangers in limiting ones’ measurement lens to a single influence, but a host of organizational problems prevent many marketers from adopting more advanced attribution techniques, according to Jon Schulz, CMO of ad tech company Viant.

Are Some Brands Wasting Ad Budgets With Super Bowl Buys?

With estimates of a $5 million-plus price tag for a 30-second spot in the Super Bowl this year some advertisers may be wasting their ad budgets targeting unlikely customers, according to ad tech company Viant.

How food and drink companies can win over African-American millennials

It’s no longer sufficient for food and beverage companies to lump African-American millennials in with the rest of the generation, according to a new study by Viant Technology. To be the most effective, marketing must be targeted through insights about their dining preferences, purchasing habits and media consumption, the study said.

Mobile users show greatest ad awareness while watching TV

A majority (82%) of marketers said TV viewers’ second screens and clutter are hampering TV ad campaigns, according to a survey by ad tech company Viant. Viewers are engaging with their devices as much during TV shows and commercials as they are during the 30-minute window before and after, Viant data show.

Advertisers: You’re overpaying for inventory. Here’s how I know

For advertisers (and agencies who represent them), it’s time to even the playing field by having your DSP work harder for you. The time has come to stop overpaying for inventory and allowing publishers and SSPs to take advantage, writes Viant’s SVP of Platform Automation & Analytics Steven Ohrnstein.