Today, the Irvine, California-based company announced its name change to Viant and its launch of what it describes as “the first advertising cloud.”
Interactive Media Holdings — the parent company of Specific Media, Vindico, Xumo and Myspace — is starting fresh in 2015. The company on Wednesday announced it has rebranded as Viant, and the group of tech firms it houses collectively comprise the company’s new cloud-based ad platform.
Tim and Chris Vanderhook, the brothers who bought MySpace in June 2011, are introducing a new ad-tech platform, pitching the same “real people” targeting that is core to Facebook’s ad offering. And they say their tech is better.
Interactive Media Holdings (IMH), the operating company behind ad network Specific Media, social network MySpace, video ad platform Vindico and smart TV system Xumo, rebranded Wednesday as Viant.
Why is there such disparity between TV and digital video ad spend today? The amount of online channels is nearly endless, and digital ads have far more potential to be interactive and engaging than traditional television ads.
The quest to “know your customer” has changed drastically. Before the internet, marketers would only have a person’s mailing address. Now they’re able to extract an incredible amount of data about their customers from their social media handles, IP addresses, and mobile device IDs. In other words, customer anonymity is officially a thing of the […]