By John Glenday

Time Inc-owned Viant has agreed undisclosed terms to purchase programmatic advertising platform Adelphic, broadening the scope of the advertising tech firm’s operations.

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 corss-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 Read full story ›

Source: The Drum