Time Inc.’s (NYSE:TIME) Viant, a people-based advertising technology company, has signed an agreement to acquire Adelphic, a company that provides a mobile-first, cross-channel programmatic advertising platform. Adelphic’s self-service media planning and execution tools, including its ability to reach consumers across all screens and formats, will bolster Viant’s people-based data and analytics offerings. The deal is expected to close during the first quarter of 2017.
As a pioneer demand-side platform (DSP), Adelphic’s global media execution capabilities, in combination with Time Inc.’s and Viant’s first-party registered user bases, will bring marketers and their agency partners the first people-based DSP capable of reaching more than 1 billion consumers worldwide.
Time Inc. President and CEO Rich Battista said, “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.”
Forecasts suggest that programmatic digital advertising is growing rapidly and that more than 70 percent of digital advertising may be transacted programmatically in 2017, according to eMarketer. eMarketer also reports that 75 percent of mobile spending will be transacted programmatically.
“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.”
The move toward people-based solutions dominated by “walled gardens” left a gap across the open web, which generally focuses on proxies like cookies for user identification. The combination of Viant and Adelphic will deliver the first people-based DSP, powered by Time Inc.’s and Viant’s large, deterministic data set.
Marketers can now manage reach and frequency across devices and channels with precision and scale, as well as measure true advertising impact by leveraging Viant’s ability to tie in-store purchases to real customers.
“We have a strong portfolio of clients who know us for a robust and easy-to-use suite of self-service tools that enable access to billions of ad opportunities per day,” said Adelphic CEO Michael Collins. “Cross-device capability at scale, combined with Viant’s people-based precision and persistency, will create a winning solution for advertisers.”
ABOUT TIME INC.
Time Inc. (NYSE:TIME) is a leading content company that engages over 150 million consumers every month through our portfolio of premium brands across platforms. By combining our distinctive content with our proprietary data and people-based targeting, we offer highly differentiated end-to-end solutions to marketers across the multimedia landscape. Our influential brands include People, Time, Fortune, Sports Illustrated, InStyle, Real Simple and Southern Living, as well as more than 50 diverse titles in the United Kingdom. Time Inc. has been extending the power of our brands through various acquisitions and investments, including Viant, an advertising technology firm with a specialized people-based marketing platform; The Foundry, Time Inc.’s creative lab and content studio; and the People Entertainment Weekly Network (PEN). The company is also home to celebrated events, such as the Time 100, Fortune Most Powerful Women, People’s Sexiest Man Alive, Sports Illustrated’s Sportsperson of the Year, the Essence Festival and the Food & Wine Classic in Aspen.
Viant Technology LLC is a premier people-based advertising technology company, enabling marketers to plan, execute and measure their digital media investments through a cloud-based platform. Built on a foundation of people instead of cookies, the Viant Advertising Cloud™ provides marketers with access to over 1.2 billion registered users, one of the largest registered user databases in the world, infusing accuracy, reach and accountability into cross-device advertising. Founded in 1999, Viant owns and operates several leading digital ad technology and media companies, including Vindico and Myspace, and it is a member of the Xumo joint venture. In 2016, Viant became a subsidiary of Time Inc. (NYSE:TIME), one of the world’s leading media companies with a portfolio of iconic brands including People, Sports Illustrated, Fortune and Time. For more information, please visit www.viantinc.com.
Adelphic is a leading mobile and cross-channel demand-side platform. Adelphic provides an enterprise-ready software solution for agencies, brands and other large media buyers to make meaningful engagements with consumers on the move. The company’s platform is fully RTB-enabled and delivers global scale through access to all leading inventory providers. Adelphic’s patented technology overcomes the limitations of user identification in mobile and across networked devices, yielding rich, nuanced portraits of real consumers. Founded in 2011, Adelphic is funded by Matrix Partners, Blue Chip Venture Company and Google Ventures. For more information, visit adelphic.com.