Time Inc.s Viant Agrees Acquisition of Programmatic Ad Platform Adelphic

Viant + AdelphicViant, Time Inc.’s people-based advertising technology company, has agreed to purchase mobile and cross-channel programmatic advertising platform Adelphic. The deal, of which the terms were undisclosed, is expected to close by Spring 2017.

Adelphic is a demand-side platform (DSP) that enables brands to use its data to target ads across different devices. Through this, Time Inc. and Viant aim to bring marketers and their agency partners the ‘first people-based DSP capable of reaching more than 1bn consumers worldwide’.

“This addition will give marketers and their agencies the globally scaled people-based platform they have been consistently asking from us,” said Tim Vanderhook, Viant co-founder and CEO.

Rich Battista, Time Inc. president and CEO, added: “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.”