• by Tobi Elkin  @tobielkin, March 3, 2016

Time Inc. on Thursday announced that it completed the acquisition of Viant Technology Inc., a data-driven company that owns Myspace. The purchase combines Time Inc.'s premium content, subscriber data and advertising inventory with Viant's first-party data and programmatic capabilities. 

"Together Time Inc. and Viant will create a powerhouse platform—with massive scale in first-party data combined with premium content," stated Time Inc. Chairman & CEO Joe Ripp.

The acquisition accelerates Time Inc.'s strategy of activating its subscriber data across high-quality content brands and offers marketers sophisticated targeting and measurement capabilities.

Time Inc. has more than 120 million and worldwide digital properties that attract more than 150 million visitors each month, including over 60 websites. Viant enables marketers to plan, execute and measure their digital media investments through a cloud-based platform.