Ad Audience Builder Viant to Acquire Adelphic Ad Buying Platform

Time Inc.-owned Viant, which manages device-based advertising profiles for 1.2 billion users, has signed an agreement to purchase Adelphic, a cross-channel programmatic ad platform. The combination will make it easier for ad buyers to reach consumers within the Viant universe. Viant sees the deal as providing an open Web alternative to advertising within “walled gardens” such as Facebook, where the garden owner controls ad delivery, pricing and data.