Time’s Viant buys ad tech veteran Adelphic, creating ‘first DSP owned and operated by a people-based marketer’
With its database of a billion registered users worldwide, Viant is now ready to challenge the kings of people-based advertising: Google and Facebook.
Purchased by Time, Inc. last February, ad tech company and Myspace-owner Viant has been focused on developing a people-based platform that can rival Google and Facebook.
This week, Viant took another step in that direction, announcing it has agreed to buy Adelphic, a major mobile-oriented programmatic ad platform. Deal terms were not made public.
While Adelphic is now a key part of the Viant vision, it will remain available to clients outside the Time/Viant family.
People-based marketing means that the targeted audiences are identified as actual people. When Tim and Chris Vanderhook — the brothers behind Viant — use the term, they mean that ads are directed at John Doe, not an anonymous user or a John Doe who has been anonymized before being handed over to a demand-side platform for the ad campaign.