Time Inc has been on the hunt for ways to better target audiences and entice marketers. To help them along the way in achieving this, they went ahead and purchased Viant Technology a “people-based performance platform” and the owner of Myspace.com. For their money, Time Inc gets a massive user database of 1.2 billion. CEO Joe Ripp is hoping the acquisition will kick in about $100 million in digital advertising revenue to the company in 2016. All this news was announced during the company’s earnings call yesterday which revealed that Time Inc, in its aggressive campaign to walk away from its print identity, is still struggling to get its balance.
“This acquisition is game changing for us,” said Ripp in a statement. “Marketers are selecting media partners that have either data-driven capabilities or premium content; we will be able to deliver both in a single platform, and will stand apart from those that offer just one or the other.”
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