Advanced TV Is the New Frontier for DSPs

“Anybody that’s not talking about [advanced TV] or doing something with it is in a little bit of trouble right now because that’s where the money is moving,” said Jon Schulz, CMO of Viant, an ad tech company that has a DSP product.

Consumer Insights Roundup

According to Viant’s people-based platform, which consists of more than 250 million registered users, Game of Thrones fans’ liquor preferences have changed since 2017. Namely, they’re 11% less likely to buy Bacardi, 12.8% less likely to buy Johnnie Walker, 6.2% less likely to buy Grey Goose and 2.8% less likely to buy Absolut.

The Programmatic Trader’s Ultimate Wish List

No, programmatic traders aren’t wishing for machine learning and automation to take over all the parts of their jobs. Here’s what they’d like in an ideal world.

How Our DSP Makes Programmatic Traders’ Lives Easier

A DSP built with traders in mind, our DSP Adelphic knows programmatic traders are the backbone of the advertising industry – and how to make their day-to-day more efficient.

The Evolution of a Game of Thrones Fan

As Game of Thrones enters its final season, we examine how the habits and preferences of the series’ fans have changed over the years.

What’s Holding Marketers Back from a Holistic Attribution Strategy?

Jon Schulz, CMO at Viant explores why it’s so important for marketers to move beyond impression-based metrics and focus on ROI. He explains the steps marketers need to take to make holistic attribution at their company possible, focusing on how to get buy-in across the organization and develop a strong data-driven culture.

5 Questions to Ask a Prospective Location Data Partner

Looking for a location data partner? First, learn these five key questions to ask to ensure you’re choosing the best fit for your needs.

McDonald’s makes black millennial consumers top priority with extensive ‘campaign movement’

African-Americans are forecast to wield a collective buying power of $1.4 trillion by 2020, with millennials, who comprise a quarter of the population, likely to command a sizeable chunk of that spending, a study by Viant Technology found. Viant also said that “people-based” marketing can be a powerful tool in connecting with African-American millennials, in particular.

Cuebiq on Location Data Advancements and How Privacy Plays a Role

Location data is more powerful than ever before. Cuebiq’s EVP, Data Ecosystem discusses what the significant advancements in the space mean for today’s marketers.

Why digital out-of-home should be integrated into your 2019 marketing mix

With advances in location and time data, advertisers now have the ability to track consumer movement in the real world to measure outdoor advertising tactics, writes Viant CMO Jon Schulz in MarTech Today.