Q&A: How Marketers Can Leverage Mobile App Data

Mobile apps can tell us a lot about a user’s interests, hobbies and attributes. App data provider PushSpring explains how to effectively utilize insights gleaned from iOS and Android app audiences.

Break Down the Silos of TV and Online Video

A holistic video approach has been held back because the ecosystem has been splintered, but by combining the best data sources with the best inventory, marketers can execute a campaign that is measurable, scalable, and highly effective for building a brand today, writes Viant’s CRO Jeff Collins in EContent Magazine.

Will Digital OOH Enter the Mainstream in 2019? Experts Predict

“As more advertisers develop DOOH campaigns, increasingly diverse inventory formats will be made available, as well as more advanced methods for capturing insights on purchase behaviour and cross-device usage. DOOH will be key for retailers aiming to drive in-store foot traffic and use data to inform their cross-channel campaigns,” says Viant CMO Jon Schulz in ExchangeWire.

‘Deal or No Deal’ reboot hits CNBC with live play-along app

“The challenge here for advertisers is that TV viewers might be physically present while commercials air, but not fully mentally present,” Viant found. To combat this, marketers are now working to develop strategies to engage these second-screeners through mobile apps and play-along content, such as “Deal or No Deal Live.”

In-Housing Your Programmatic: Top Five Interview Questions for Prospective Talent

Attracting top talent is one of the biggest hurdles brands face after making the decision to in-house their programmatic. Here’s how to get started.

Can Machine Learning Solve Our Viewability Challenges?

Given the limited availability of quality inventory, as more advertisers want viewable impressions, competition increases and price move up. Increasing the scale of this pool is one of the biggest challenges facing advertisers today. So how do we solve for these issues? Viant’s CTO Fabrizio Blanco reveals.

For Programmatic To Grow, Commercial Terms Must Change

As programmatic matures, the business model must change to keep up with the times. Advertisers will migrate from the pay-as-you-go percentage-of-spend tech tax to new models, such as long-term subscriptions, writes Viant’s CRO Jeff Collins.

Two DSPs add out-of-home programmatic inventory, as the real world becomes another channel

An announcement this week by Adelphic highlights new forms of retargeting, attribution, real-world based audience targeting and multi-channel coordinated campaigns.

What is Second-Party Data and Why is it Important to Understand?

Most marketers understand first- and third-party data, but when it comes to second-party data, things aren’t as clear. Here’s why it’s important to understand the differences between all three.

Viant’s Adelphic® Announces New Inventory Integrations, Becomes the Industry’s Leading Digital Out-of-Home Connected DSP

Adelphic®, a Viant subscription-based self-service platform for cross-channel programmatic advertising, today announced the addition of DOOH inventory from Rubicon Project’s PMP, further establishing Adelphic® as the leading DSP with the most DOOH inventory integrations in the industry.