Viant, a Time Inc., people-based advertising technology company, announced an expanded partnership with Urban Science, a global automotive performance improvement consultant. For automotive marketers, this deeper collaboration solves the challenge of targeting in-market customers while enabling them, for the first time, to quickly and accurately attribute a sale to those consumers who were exposed to ads across multiple formats and channels. With the recent acquisition and integration of Adelphic into the Viant Advertising Cloud, this advanced omni-channel campaign execution can now be done programmatically.
As the world’s largest advertising category, the automotive industry spent more than $47 billion on advertising in 2015. By combining the breadth and granularity of Urban Science’s new vehicle and franchise data with Viant’s database of over 1.2 billion registered users, automotive marketers can apply closed loop measurement to their campaign initiatives to truly understand the impact of their omni-channel marketing efforts.
“Urban Science has been part of the automotive landscape for four decades and has the deep OEM integrations and partnerships we were looking for,” says Jon Schulz, Chief Marketing Officer at Viant (pictured top left). “The automotive industry spends a considerable amount on advertising compared to a relatively low unit sales volume. Enabling this type of timely and accurate closed loop sales measurement allows auto marketers to react and optimize their campaigns in real time which unlocks immense value and reduces waste for both the auto brands and their dealers.”
“This collaboration enables people-based ad delivery across multiple channels and formats to the auto in-market audience,” said Eric DeMont, Global Practice Director of Customer Solutions at Urban Science. “We been working with Viant for almost a year and this extension of our partnership unlocks major value for our automotive partners looking for accurate targeting and closed-loop measurement during the campaign, rather than weeks or months later.”
Viant Technology LLC is a people-based advertising technology company, enabling marketers to plan, execute, and measure their digital media investments through a cloud-based platform. Built on a foundation of people instead of cookies, the Viant Advertising Cloud provides marketers with access to over 1.2 billion registered users, one of the largest registered user databases in the world, infusing accuracy, reach, and accountability into cross device advertising. Founded in 1999, Viant owns and operates Adelphic and Myspace and is a member of the Xumo joint venture. In 2016, Viant became a subsidiary of Time Inc.
About Urban Science
Founded in 1977, Urban Science is a global retail consulting firm that takes a scientific approach to help companies identify where they should allocate resources to increase their market share and profitability in the most effective and efficient manner. With headquarters in Detroit, Urban Science serves its global clientele from offices in the United States, Spain, UK, Germany, Italy, France, Australia, China, Mexico, Russia, Japan, India, and Brazil.