The takeover is expected to conclude by the spring and will give Viant access to Adelphic’s demand-side tools which enable brands to perform sharper cross-device targeting.
Such services are becoming increasingly important as marketers strive to attain a firmer of grasp of whether and when they reach the same consumers on several devices, allowing them to tailor their message on each.
Tim Vanderhook, Viant co-founder and chief executive, said: "Adelphic will bring superior media execution capabilities to Viant's advertising cloud platform as one of the only DSPs built mobile-first. This addition will give marketers and their agencies the globally scaled people-based platform they have been consistently asking from us."
With its latest purchase Viant’s cross-device data and analytics offerings will receive a timely fillip at a time of wider consolidation within the industry.
Time purchased Viant in February of last year in a bid to become the "Facebook of publishing", with the Vanderhook-led outfit asserting that its database of close to half-a-billion email addresses (made available through it purchase of MySpace-owner Specific Media) can help brands verify that their ads are being served across screens in a manner consistent with their media planning.