Time Buys MySpace Owner (and Ad Tech Firm) Viant
- Friday, February 12th, 2016
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US publisher Time has acquired ad tech firm Viant for an undisclosed sum.
Viant operates a people-based marketing platform but is perhaps more notable for being the owner of MySpace. The social media firm was bought for $35m by ad network Specific Media, one of the companies now under Viants umbrella, in 2011.
Though Time will be adding MySpace to its portfolio of inventory, it doesnt seem to interested in attempting to resurrect the social network. The publisher is interesting in acquiring Viant’s first-party data and programmatic capabilities in order to improve its own targeting and measurement capabilities. 
“This acquisition is game-changing for us,” said Time chairman and CEO Joe Ripp. “Marketers are selecting media partners that have either data-driven capabilities or premium content; we will be able to deliver both in a single platform, and will stand apart from those that offer just one or the other.”
