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Adelphic Acquired by Viant

Adelphic has been a growing mobile ad buying platform that focused on self-serve options for their customers. They offer improved ROI for customers by helping them to target their ads more successfully, and ensuring they can get everything up and running more quickly and affordably than most other ad networks. Because of this success, Viant, which is owned by Time, has acquired the company.

Viant will incorporate the technology and other resources that Adelphic brings to the table in with their database of more than a billion registered users to help capitalize on the strengths of both companies. Viant was acquired by Time last year, and Viant is also the company that owns MySpace. Time is clearly trying to play catch-up with their move away from print and into digital revenue streams.

This is a smart move for them as it will help them to increase their ability to make money through the rapidly growing digital ad industry. Whether this move will be enough to help Time become successful in this area remains to be seen.

The details of the acquisition, including the price paid, have not yet been disclosed. The deal does include the Adelphic sales team, though there will likely be some restructuring in order to combine the teams together.

Pesach Lattin
Pesach Lattinhttp://www.adotat.com
Pesach "Pace" Lattin is one of the top experts in interactive advertising, affiliate marketing. Pesach Lattin is known for his dedication to ethics in marketing, and focus on compliance and fraud in the industry, and has written numerous articles for publications from MediaPost, ClickZ, ADOTAS and his own blogs.

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