Time’s Viant buys ad tech veteran Adelphic, creating ‘first DSP owned and operated by a people-based marketer’

Mobile users, shown on Adelphic’s site

Purchased by Time, Inc. last February, ad tech company and MySpace-owner Viant has been focused on developing a people-based platform that can rival Google and Facebook.

This week, Viant took another step in that direction, announcing it has agreed to buy Adelphic, a major mobile-oriented programmatic ad platform. Deal terms were not made public.

While Adelphic is now a key part of the Viant vision, it will remain available to clients outside the Time/Viant family.

People-based marketing means that the targeted audiences are identified as actual people. When Tim and Chris Vanderhook — the brothers behind Viant — use the term, they mean that ads are directed at John Doe, not an anonymous user or a John Doe who has been anonymized before being handed over to a demand-side platform for the ad campaign.

[Read the full article on MarTech Today.]

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About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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