Adelphic’s Self-Service Programmatic Capabilities Bolster Viant’s People-Based Offerings. Combination Will Create the Industry’s First People-Based Demand-Side Platform, Powered by Over 1 Billion Registered Users Globally.
Time Inc.’s 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 (pictured top left)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.”
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Impact Radius Unveils ‘Media Partner Discovery,’ a First of its Kind Tool for Affiliate Marketers to Help Them Identifying Innovative Partnerships.
Impact Radius, a global digital marketing and performance marketing solutions company, officially announced the launch of Media Partner Discovery, an innovative technology that gives agencies and affiliate marketers the capability of identifying strategic media partners from a database of 800,000 affiliate websites from across the globe.
Today’s world of publishing is vastly different than it has ever been, and identifying targeted partners is extremely arduous and time consuming. Media Partner Discovery taps into the challenge that leading brands and agencies continually face when finding new distribution opportunities and provides a solution that identifies incremental growth opportunities.
Currently, there is no other network or SaaS platform in the industry that provides the data offered by Media Partner Discovery. Media Partner Discovery, tracks every corner of the web to find viable media partners, create recruitment lists and keep track of the status of partnership opportunities in real-time. As a result, marketers can do hours, if not days worth of research, in just a few, simple clicks with Media Partner Discovery.
“We’re thrilled to announce the launch of Media Partner Discovery for our clients,” said Van Chappell, Marketplace Product Manager at Impact Radius. “Advertisers always strive to identify new partnership opportunities and Media Partner Discovery delivers an integrated solution that provides strategic ROI for our clients. Our industry is evolving at a rapid pace, and so should our offerings. This new tool gives our clients the opportunity to stay competitive, and be at the forefront of new partnerships that reach consumers in the most targeted, revolutionary way. ”
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mCordis & The Connected Marketer Institute announces the finalists for 2017 The Connected Marketer Institute Excellence Awards (CMIEs).
mCordis & The Connected Marketer™ Institute, a mobile and connected marketing education, advisory services, and community organization, announced the finalists for its inaugural Connected Marketer Institute Excellence Awards (CMIEs). The CMIEs Awards Ceremony is being held at the Mission Bay Conference Center in San Francisco on Jan. 24, 2017, immediately following The Connected Marketer Summit.
“The era of the connected individual is upon us,” said Michael Becker, co-founder and managing partner of mCordis & The Connected Marketer Institute (pictured left). “Individuals are incorporating dozens of connected devices and services throughout every aspect of their lives and it is imperative that marketers, business and industry focus on what it takes to create value for and with the connected individual, not from them. We are honored to have the opportunity to recognize, in this year’s CMIEs Award Ceremony, those companies and individuals that are helping shape the future and the practice of connected marketing.”
The CMIEs recognize marketers and marketing technology solution providers that are executing against the principles and framework of The Connected Marketer approach to marketing. While simultaneously focusing on brand and corporate objectives, a leading Connected Marketer demonstrates excellence at these four key tasks: understanding, enabling, simplifying and serving the connected individual, at scale, and on the individual’s terms. A leading Connected Marketer also strives to incorporate the four-human dimensions (physical, digital, sensorial, emotional) within their products and services and to master the Seven Layers of Connectivity: connection, collection, monitoring, analysis, production, synchronization and real-time services.
The 2017 CMIEs award categories and finalists are:
CMIEs Marketer of The Year Award Finalists
Rapha, a minimalist cycling apparel hop & coffeehouse that serves the connected individual, at scale.
Sephora, a chain of cosmetics stores that is mastering the four human dimensions.
Starbucks, a coffee company and coffeehouse chain that has dedicated itself to serving the connected individual in and outside the four walls of its stores.
CMIEs Innovator of The Year Award finalists:
Amazon, a global electronic commerce and cloud computing company serving the connected individual directly and empowering others to do so as well.
ICON Health and Fitness, a leading fitness company with the mission to help people exceed their health and fitness goals and has demonstrated how friction reduction both serves the individual and drives bottom line results.
Tanvas, an innovator of digital sensorial experiences that is helping markets add virtual touch to the connected brand experience.
CMIEs Leadership of The Year Award finalists:
Troy Brown, Senior Vice President, DSM (Digital/Social/Mobile) at MSL Group Atlanta, a leader in contextual content production and storytelling to serve the individual at every stage of the customer journey.
Denise Tayloe, President and CEO at Privo, a visionary building solutions for empowering parents and industry to protect children in the era of the connected individual.
Thomas Wheeler, 31st Chairman of the Federal Communications Commission (FCC) for his efforts to balance the needs of industry and the digital sovereignty of the individual.
CMIEs Women In Wireless Leadership of The Year Award finalists:
Emily McInerney, Vice President of Marketing at Tapjoy, a change agent that has dedicated herself to furthering the best practices of marketing.
Amy Michaels, Vice President at Meredith Corporation, an innovator in marketing and technology and a champion for women.
Kristine Newman, SVP of Digital Products and Solutions at Cohn & Wolfe, a groundbreaker in the field of mobile and digital marketing.
CMIEs finalists shall be recognized and winners announced at the CMIEs awards Ceremony on January 24, immediately following The Connected Marketer Summit taking place at The Mission Bay Convention Center, San Francisco. The two-day summit (January 23rd & 24th) convenes world-leading marketers to discuss how innovative brands and marketing solution providers are coming together to connect, engage, influence, transact with and serve people, at scale, in the era of the connected individual.
For every event registration for The Connected Marketer Summit & Awards made via the link below, the summit will donate 50% of ticket revenues generated through this link to Women in Wireless.
The summit welcomes speakers from leading brands such as Cuisinart, Philips, eBags.com, Nielsen, E.J Gallo Winery, Dentsu, Amazon, and more, as well as marketing solution providers, agencies and thought-leaders, including Chiefmartech, Waterfall, Mobiquity, Candy Lab, Kiip, to name a few. Summit participants will have the opportunity to learn, get inspired and network with the summit speakers, awards finalists and each other. Tom Daly, who has previously held marketing leadership positions at UPS and Coca-Cola, will deliver the summit’s keynote address.
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