Time Inc. acquires Viant

Time Inc., the company behind Time, Sports Illustrated and Fortune, has finalised its acquisition of Viant Technology. Viant Technology is a data-driven marketing technology company. It owns MySpace and the ad-tech companies Specific Media, Vindico, and Xumo. According to Time Inc., the acquisition is a game-changer. The publishing giant aims to invest more in ad-tech in order to offset its loses in traditional publishing and advertising, in which it reported a net loss of $881 million for the full year. Viant, on the other hand, is a profitable company that has built a successful ad-tech business specialising in data, analytics and advertising cloud. The acquisition will enable Time Inc. to incorporate its subscribers to Viant’s technology, which will create a rich customer database that can compete with the likes of Facebook and Google in targeting ads to consumers.
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