Viant adds purchase-based targeting for CPG ads

Viant, the Meredith Corporation-owned ad tech company, is out with additional ways that CPG (consumer packaged goods) advertisers can target consumers through learning their purchase patterns.

The company’s solutions are powered by its newly expanded partnership with CPG-focused market research company IRI, combined with Viant’s own 250 million registered users. Viant also said it is the first ad tech firm to partner with specialty beverage retailer BevMo! for its data on aggregate purchase cycles.

Viant’s Sales Tactic Optimization is not new, but it is now available for the first time for CPG, on a weekly basis rather than monthly or less frequently. Employed previously by Viant for other verticals like autos, it provides advertisers with weekly aggregate data on actual store visits and in-store sales so campaigns can be modified as they run, with data about the top-selling products.

[Read the full article on MarTech Today.]

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About The Author

Barry Levine covers marketing technology for Third Door Media. Previously, he covered this space as a Senior Writer for VentureBeat, and he has written about these and other tech subjects for such publications as CMSWire and NewsFactor. He founded and led the web site/unit at PBS station Thirteen/WNET; worked as an online Senior Producer/writer for Viacom; created a successful interactive game, PLAY IT BY EAR: The First CD Game; founded and led an independent film showcase, CENTER SCREEN, based at Harvard and M.I.T.; and served over five years as a consultant to the M.I.T. Media Lab. You can find him at LinkedIn, and on Twitter at xBarryLevine.

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