Time Inc. on Thursday reported it grew revenue 1%. Its digital advertising revenue – 13% of overall revenue – increased 23%, from $73 million to $90 million, boosted by its acquisition of
Viant in February. Print now totals $270 million. Time Inc. will use Viant to develop its own deterministic, cross-device dataset, according to a report in
AdExchanger. Viant's
people-based platform is being deployed across all Time Inc. properties. Marketers can buy using people-based data both on and off Time Inc.’s properties, and they can use that data to measure
effectiveness of their advertising. "Time Inc. has the scale marketers want: Combined, Time Inc. and Viant have an unduplicated reach of 226 million, according to comScore data, with the majority of
that coming from Time Inc.," according to the report.
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