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.

Super Bowl Fans are 6x More Likely to Watch the Oscars & Other Unexpected Facts

Some things about Super Bowl fans are obvious … but not everything. Leveraging the Viant Advertising Cloud, we uncovered some unexpected preferences of those who wouldn’t miss the big game for the world.

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.

What Movie Ticket Stubs Tell Us About Brand Preference

Which brands are most appealing to comedy movie fans? What about action and adventure film enthusiasts? Leveraging the Viant Advertising Cloud, we figured it out.

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.

Inscape on the Power of Automatic Content Recognition and Trends in TV Consumption

ACR data is one of the most valuable assets in the TV advertising ecosystem today, but it’s also one of the least-understood pieces of technology. Here’s what marketers need to know about ACR and what it can tell us about TV viewing habits.

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.

Viant’s Moviegoer Research Gives Us Some Interesting Numbers

In the season of year-end list making, the people-based advertising technology company, Viant has come out with it an interesting list: one that studies frequent movie goer patterns and classifies them among race and ethnicity-based consumer groups.