Time Inc has agreed a deal to acquire mobile demand-side platform (DSP) Adelphic, with the technology to be integrated into the publisher’s Viant advertising cloud platform.
In a statement, Time Inc claimed that Adelphic’s self-service programmatic capabilities would bolster Viant’s “people-based offerings”. Through a combination of Time Inc and Viant’s first-party user data, it claims the new DSP offering will allow brands to reach more than a billion consumers worldwide.
The deal is expected to close later this quarter.
Time Inc president and chief executive 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.”
Tim Vanderhook, Viant’s co-founder and CEO, added: “Adelphic will bring superior media execution capabilities to Viant’s advertising cloud platform as one of the only DSPs built mobile-first. This addition will give marketers and their agencies the globally scaled people-based platform they have been consistently asking from us.”
Time Inc acquired Viant, the owner of several media companies including Myspace, in February last year.
Speaking to M&M Global last year, Rupert Turnbull, Time Inc’s vice president EMEA and president of the World Media Group, argued that publishers have made it too complicated to advertise with them.
“We have everything else. We all have fantastic data, we’ve got great context, we’re the masters of storytelling. What we haven’t done is made it easy for advertisers to access that. That’s the biggest next challenge for our industry,” says Turnbull.