Viant adds purchase-based targeting for CPG ads

Viant , the Meredith Corporation-owned ad tech company, is out along with additional ways that  CPG (consumer packaged goods) advertisers can focus on consumers through learning their buy patterns.

The company’ s solutions are powered simply by its newly expanded partnership along with CPG-focused market research company IRI, coupled with Viant’ s own 250 mil registered users. Viant also said it does not take first ad tech firm in order to partner with specialty beverage retailer BevMo! for its data on aggregate buy cycles.

Viant’ ersus Sales Tactic Optimization is not brand new, but it is now available for the first time with regard to CPG, on a weekly basis instead of monthly or less frequently. Used previously by Viant for various other verticals like autos, it provides marketers with weekly aggregate data upon actual store visits and in-store sales so campaigns can be revised as they run, with data concerning the top-selling products.

[Read the full article on MarTech Today.]


About The Author

Barry Levine covers marketing technologies for Third Door Media. Formerly, he covered this space as being a Senior Writer for VentureBeat, and has written about these and other technology subjects for such publications because CMSWire and NewsFactor. He started and led the web site/unit with PBS station Thirteen/WNET; worked being an online Senior Producer/writer for Viacom; created a successful interactive game, ENJOY IT BY EAR: The First COMPACT DISC Game; founded and led a completely independent film showcase, CENTER SCREEN, dependent at Harvard and M. I actually. T.; and served over 5 years as a consultant to the Meters. I. T. Media Lab. You will discover him at LinkedIn, and on Tweets at xBarryLevine.

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