Interactive Media Holdings, owner of Myspace, is to rebrand as Viant as it launches a new digital ad product, Viant Advertising Cloud. Viant Advertising Cloud has some similarities to Facebook's
Atlas. It attaches ad codes to users of Myspace to track user behaviour from ads down to purchase. The Vanderhook brothers -- the chief executive (Tim) and chief operating officer (Chris) of Specific
Media, who bought Myspace jointly with Justin Timberlake for $35 million in 2010 -- have managed the rebrand.
Read the whole story at Media Week »