Viant Technology LLC in Irvine agreed to purchase Waltham, Mass.-based Adelphic on undisclosed terms.
Adelphic was founded in 2011, backed by Matrix Partners, Blue Chip Venture Co. and Google Ventures. It enables mobile-first and cross-channel programmatic, or automated, ad buying.
Viant’s operating divisions include Specific Media LLC, Vindico, Myspace and Xumo. It says its Advertising Cloud product provides marketers with access to 1.2 billion consumer profiles and information that matches a client’s customer lists with “first-party register data”—information individuals give directly to businesses, including when they log in to a social media account.
“We know that in addition to premium content, advertisers are looking for more efficient buying processes for digital audiences,“ said Rich Battista, chief executive of New York-based Time Inc., which purchased Viant last year. “With Adelphic’s proven self-service capabilities, Time Inc. and Viant will be able to deliver greater programmatic competencies and benefits to our partners.”
—Mediha DiMartino
