Retail Briefing: The North Face takes a stab at a ‘retail lab’

Ahead of Black Friday and Cyber Monday coming up this weekend, Viant claims that Black Friday shoppers are 36 percent more likely to eat at a Golden Corral and 71 percent more likely to shop at JCPenney in Digiday.

Viant’s TV Viewability and Distraction Report: 89% of US Smartphone Owners Use Their Phone While Watching TV

Viant has published the results of its TV Viewability study, in which it analyzes device ownership and distraction factors. The answer, concludes the study, is a cross-channel and retargeting strategy.

Why B2B Marketers Look to Multi-Touch Attribution to Drive Qualified Leads

B2B marketers have more advantages than ever to increase the precision and accuracy of their campaigns. And to reach and engage the right qualified leads, multi-touch attribution (MTA) is one of the best tools to help B2B marketers have greater precision and measure the effectiveness of their campaigns throughout the customer journey, writes, Jon Schulz, CMO, Viant.

How the Air Force Changed One Viant Employee’s Life and Career

Andy Neitzert discusses how Aerosmith helped him decide to join the Air Force, why his experiences have shaped his time at Viant and what civilians can do to best honor Veterans Day.

Viant’s Adelphic acts to solve ad pricing transparency by offering ‘all-you-can-eat’ monthly subscription

Marketers regularly complain about transparency in digital advertising and, this week, Viant’s Adelphic announced a pricing change that it believes solves the problem for a demand-side platform (DSP).

Viant’s Adelphic Launches Innovative Subscription Pricing

Adelphic, Viant’s people-based, self-service platform for cross-channel programmatic advertising, today announced it will now offer a subscription-based pricing model for clients using its DSP.

In Industry Shift, Adelphic Tries Subscription-Based Pricing for Programmatic

Viant-owned Adelphic is aiming to upend the way programmatic is used to buy ads, saying Wednesday that marketers can purchase unlimited impressions through its demand side platform using a subscription-based pricing model at a cost of $3,000 per month.

Why the SaaS model is right for programmatic

Viant’s CEO Tim Vanderhook reveals why it’s time for the ad tech industry to adopt and fully embrace the SaaS model for programmatic media buying platforms in Marketing Land.

How Machine Learning Can Solve Your Viewability Challenges

Machine learning can increase viewable inventory scale by 4x. Here’s what to know before considering whether to adopt it as a solution to your viewability challenges.

Programmatic Ad Spending Forecast: In-housing Remains a Hot Topic

Are marketers going all in on in-housing programmatic? According to eMarketer’s Ad Spending Forecast Update, that depends on how you define it.