Time Inc.’s Viant, a people-based advertising solutions provider, has signed a deal to acquire Adelphic, the leading mobile-first cross-channel programmatic advertising platform. Adelphic’s audience engagement and consumer behavior analytics tools will now become a part of Viant’s people-based data and analytics suite for marketers and advertisers. The acquisition of the automated advertising buying platform will allow Viant to offer marketers a direct channel to insert customer-centric ads based on their preferences.
Viant, the largest cloud-powered registered user database in the world, provides diverse marketing solutions to its clients. It enables marketers to gather 360-degree perspective on customer data gathered from primary, secondary and tertiary data sources.
“We know that in addition to premium content, advertisers are looking for more efficient buying processes for digital audiences. With Adelphic’s proven self-service capabilities, Time Inc. and Viant will be able to deliver greater programmatic competencies and benefits to our partners.”
“Adelphic will bring superior media execution capabilities to Viant’s advertising cloud platform as one of the only DSPs built mobile-first,” said Viant Co-Founder and CEO Tim Vanderhook.“This addition will give marketers and their agencies the globally scaled people-based platform they have been consistently asking from us.”
Viant, acquired by Time Inc. in February 2016 is expected to offer integrated mobile and cross-channel programmatic solutions through its proprietary Viant Advertising Cloud™. Adelphic’s widely used mobile and cross-channel demand-side platform (DSP) will help Viant to move data insights into actions seamlessly. Currently, Viant offers marketing solutions through –
- Identity Management Platform
- Media Execution Platform
- Data Analytics Platform
Viant’s fresh acquisition in ad tech will help the data-driven marketing company to put together the “next piece of the puzzle”, said Jen Wong, COO of Time Inc. Overall, the combination of Adelphic’s automated buying capabilities will add more value to Viant’s premium content offerings.
“The forecasts show that a big chunk of the market is interested in transacting through automation. That’s particularly the case in mobile. This will allow us to do that.”
“This deal combines Adelphic’s proven suite of self-service execution tools that our clients want at their fingertips with an unmatched data layer of 1 billion registered users from Time Inc. and Viant,” said Rich Battista, President and CEO of Time Inc.
The Waltham-based ad tech platform was founded in 2010, and has raised $23.3 million in four rounds of funding till date. Adelphic’s product development team is expected to join Viant’s other owned marketing technology divisions that includes OTT and Video-on-Demand (VOD) XUMO and ad management platform VINDICO.