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Testing the Waters: Key Questions to Ask Before Jumping into a Data Lake

The challenge for most marketers in approaching a Data Lake as a potential solution is not just understanding what it is, but knowing if it’s right for your company. Before diving in, take a look at a few key questions you should ask yourself when considering a Data Lake platform.

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These Brands Are on the Light Side for Star Wars Fans

Star Wars fans nationwide are clamoring to see The Last Jedi, which is projected to net anywhere from $190M to $215M in its opening weekend, a testament to the purchasing power Star Wars fans have at their fingertips. In this post, we uncover the unique purchasing preferences of Star Wars fans- from what beers they drink to which fast food restaurants they frequent.

3 Things You Didn’t Know About Walking Dead Fans

With a dedicated, diverse fan base of millions, Walking Dead offers endless opportunities for advertisers, particularly in the QSR and CPG spaces. Last month, over 11.4 million viewers tuned in to the season 8 premiere alone. Using data from the Viant Advertising Cloud, Viant examines just who Walking Dead fans are based on their top CPG and QSR purchasing habits.

Viant Partners with IRI to Deliver People-Based Targeting and Measurement for CPG and Retail Marketers

Viant and IRI® today announced a deterministic partnership. The partnership will bolster Viant’s people-based data and analytics offerings for shopper marketers with IRI’s unique retailer data sets and in-store measurement solutions.

Factual’s VP of Agencies and Strategic Partnerships Talks Cross-Device Targeting and the Best Strategy for Real-Time Location Data

We dig into the best strategies for using real-time location data and the biggest benefits of cross-device targeting in this new Q&A with Ocean Fine, VP of Agencies and Strategic Partnerships at Factual. 

Streaming Provider Drives 18x Higher Tune-In with People-Based Advertising

One of our clients, a major streaming provider, came to Viant with the challenge of re-engaging lapsed viewers. Learn how this streaming provider put people-based advertising to the test by targeting a people-based segment and a probabilistic, lookalike audience in a campaign aimed at re-engaging lapsed viewers.

How Data Lakes Are Solving Today’s Biggest Marketing Challenges

Data used to be a marketer’s best friend. But now, most brand marketers are being crushed by the sheer volume of data flowing through the business in a variety of different formats and from separate platforms. Learn how data lakes are helping marketers manage data complexity and solve some of the biggest challenges in the industry in this blog post from Viant CMO, Jon Schulz.

How Viant Discovered its Core Values and a Guide to Success for Other Companies

Viant’s Director of Talent Management, Halai Shukran, shares Viant’s Core Values and how other companies can define their values and integrate them into their organization’s identity.

Infographic: The Brands That Are Making the Biggest Impression on NFL Fans

With a whopping 58 percent of all Americans citing football as their favorite sport in a recent CBS News poll, it’s no wonder that marketers spend billions of dollars each year trying to reach NFL fans. So what brands are breaking through with this valuable segment? To find out, data company Viant used its Advertising Cloud to identify both heavy football fans and non-fans using automatic content recognition on smart TVs and compared their interests with some of football’s most heavily advertised verticals, from beer to car companies. Among the notable results: Sam Adams was the only craft beer to index fans’ top 10 favorites.

Testing the Waters: Key Questions to Ask Before Jumping into a Data Lake

The challenge for most marketers in approaching a Data Lake as a potential solution is not just understanding what it is, but knowing if it’s right for your company. Before diving in, take a look at a few key questions you should ask yourself when considering a Data Lake platform.

Viant’s Adelphic adds digital-out-of-home to its repertoire

In January, Time, Inc.-owned ad tech firm Viant bought demand side platform (DSP) Adelphic. Adelphic was born as a mobile-focused ad DSP, but it had added desktop, tablet and connected TV by the time of the acquisition. Now, it has added the outer edges of the digital ad ecosystem: digital out-of-home (DOOH).