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Viant Sends Real-Time Mobile Ads Based on TV Viewing

Digital audience vendor Viant can now retarget smart TV ads to viewers’ mobile devices in real time. In other words, you might get an ad on your smartphone, laptop, or computer based on an ad you just saw on TV. It’s a technical triumph requiring integration of Viant’s cross-device identity data with equipment manufacturers, automatic content recognition services, TV ad providers, and ad exchanges. Whether consumers will be impressed or creeped out is another question.

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AT&T Buys AppNexus to Leverage First-Party Consumer Relationships

June 25, 2018

Fresh on the heels of its Time Warner acquisition, AT&T has announced plans to buy digital ad marketplace AppNexus. It will provide core technology for the TV advertising and analytics unit AT&T set up last August. AT&T has more than 170 million direct consumer relationships across its wireless, video, and broadband businesses. These could position it as an alternative to Facebook, Google, and others who control their own mass audiences.

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Retail Rocket Raises $24 Million and Buys Sailplay to Enter U.S. Market

July 6, 2022

Netherlands-based retention management platform Retail Rocket just raised a $24 Million Series A, and immediately spent some of it to buy Sailplay, a New York-based marketing automation vendor that will grow its U.S. presence.  Retail Rocket builds unified customer profiles in a module it charmingly calls Data Warehouse, and has other modules for AI-driven personalization, segmentation, and campaign management.  The company has more than 1,000 global clients across Europe and South America.

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