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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Out-of-Home Ads Go Programmatic with New Pact

Viant’s Adelphic extends cross-channel programmatic buying to digital out-of-home for advertisers like Enplay, MDC Media Partners’ OOH unit.

Four key solutions data lakes are giving marketers

At Advertising Week NYC, Viant explains how data lakes enable marketers to create powerful audience segments and provide brands with a holistic view into all marketing initiatives.

Marketing to Hispanic Millennials: 3 Key Takeaways for Marketers

According to MarketingLand, there are 59 million Hispanic-Americans living in the United States, and more than 40 percent of that total population falls into the millennial demographic. And not only are Hispanic millennials extremely well-connected — a report from Viant found that the group spends 25 percent more time on their smartphones than their peers — they also make up a significant percentage of the $1.5 trillion purchasing power of U.S. Hispanics. Here are three key takeaways marketers should keep in mind when attempting to reach Hispanic millennials.

Meet the iclone: how the iPhone became comfort technology

Viant reveals the differences between UK iPhone and Android users to Campaign Magazine for the launch of the iPhone X and iPhone 8 at today’s Apple event.

42% of Millennials are Multicultural

According to new research from Viant, the Marketers Guide to Hispanic Millennials, Millennials are one of the most inherently multicultural consumers in the U.S. In fact, of the 75 million Millennials in the U.S. today, more than 42% are multicultural. And while Hispanic Millennials may be one of the biggest buzzwords in the advertising industry today, behind all the buzz is a wealth of opportunity for brands.

Your Competitors Are Using Big Data You Should Too

If you’re a little company with few resources, you may be wondering whether big data is something you need to worry about. The answer is: your competitors are using it. If you aren’t, you’re falling behind. Forbes discusses Viant’s study, The Persuadables, and how a marketer who has aggregated big data can use that information together with information about specific consumers and make their advertising many more times effective than any other advertiser.

Internet mysteries: Why does last-touch attribution persist?

Multi-touch attribution is more effective than last-touch attribution, but it’s also harder to implement. However, Viant’s CMO, Jon Schulz, explains in Digiday how data lakes are now helping advertisers successfully bring multi-touch attribution data together.

Infographic: Here’s What Marketers Need to Know About Hispanic Millennial Parents

Marketers know millennials have moved past the selfie stage of life and into parenthood, and that they’re a lucrative demographic that’s worth studying. But there’s a rapidly growing sector brands should be paying attention to: Hispanic millennial parents. Read on for more insights from Univision and Viant into how marketers can reach this coveted group.

Marketing Attribution 2017: Five Best Practices

Viant’s CMO, Jon Schulz, discusses how the Viant Data Lake helps clients customize data to better understand true attribution in eMarketer’s new report.

New research shows Hispanic millennial shoppers are ‘a driving force’ of US economy

The US Hispanic population includes 59 million Americans, and more than 40 percent are millennials. That means that a wide margin of the $1.5 trillion purchasing power of US Hispanics is controlled by young adults ranging in age from 18 to 32 years old. “Hispanic Millennials are no longer a small sub-segment of the US economy, they are a driving force,” said marketing technology company Viant in a new report.