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 SVP, Erin Madorsky, says despite the dominance of walled gardens today, the tides are changing. By expanding their use of social data outside of the walled gardens, brands can create the kind of seamless experiences customers have come to expect.
Have the challenges of reaching consumers across devices really been solved? Viant’s SVP, Craig Benner, offers his view on this question, discussing the two different types of data being used, probabilistic and deterministic, and what’s required today to understand consumer behavior.
Jeremy Haft, National Vice President of Platform Sales at Adelphic, shares his key takeaways from the 2017 Digiday Programmatic Marketing Summit in Scottsdale, Arizona, and how a people-based platform is rising to meet new challenges with programmatic media buying.
Like 85% of Americans, you may be shopping for Mother’s Day gifts over the next couple of days. Mother’s Day is the third largest retail holiday in the United States and shoppers are expected to set new records for gift giving in 2017. This year, Viant is giving moms some insight into what gifts they can expect.
The customer journey is a long, evolving process where brands need to build awareness in order to drive the consumer to purchase. For brands, understanding how the journey is changing is vital to generating repeat purchases, creating brand loyalty, and delivering value that retains customers over their lifetime. Brands want and need to cultivate long-term […]
For the first time ever, CPG campaign data from three major US brands has been used to test the principle of recency, which proposes that ads are most effective right before a consumer is about to buy a product. Learn more in “The Persuadables”, a new research report from Joel Rubinson, formerly the Chief Research Officer at the Advertising Research Foundation, Nielsen Catalina Solutions, and Viant.
Craig Benner, Senior Vice President of Sales, discusses people based marketing–one of the latest adtech buzzwords–comparing it to the earlier days of adtech when programmatic and RTB were being used interchangeably and incorrectly. Craig goes on to define people-based marketing, what it means for marketers, and what questions they should ask before jumping in.
Viant’s VP of Sales Strategy & Development, Lara Mehanna, discusses how fundamental shifts in consumer behavior are forcing advertisers to make critical adjustments to their strategies.
The most successful marketers are able to identify far more nuanced customer attributes or trends to inform their external marketing strategies. Viant’s VP of Research & Analytics, Rick Bruner, shares his view of how marketers can identify their best customers by going beyond demographic data and leveraging behavioral and psychographic insights from first-party data.
While linear TV viewership may be down, people are actually engaging with viewable content more than ever before- only they’re doing so across a wider variety of channels. The challenge for networks is how they can continue to drive new and returning viewers to their programming.