Time Inc. to buy MySpace owner Viant | M&M Global

Time Inc. to buy MySpace owner Viant

Time Inc. has announced that it is to acquiring marketing platform Viant, the owner of several media companies including Myspace.


The deal will add Viant’s first party data and programmatic capabilities to Time’s advertising inventory, premium content and subscriber data.

Time’s latest financial report reveals a big drop in revenues in this quarter, as well as over the full year, with a net loss of $881m over the year.

The acquisition aims to boost the publisher’s ambition to activate subscriber data across global brands, as well as give marketers better targeting and measurement abilities.

“This acquisition is game changing for us,” said Time Inc. chairman and chief executive Joe Ripp. “Marketers are selecting media partners that have either data-driven capabilities or premium content; we will be able to deliver both in a single platform, and will stand apart from those that offer just one or the other.

“In other words, we will be able to deliver advertisers’ messages targeted to optimal audiences across all types of devices, along with the ability to measure ROI.”

Viant’s suite of advertising applications offer access to one of the largest pools of registered users, through its proprietary Advertising Cloud platform, letting brands plan, execute and measure their digital investments.

“Over a year ago we launched a people-based platform with the Viant Advertising Cloud. With over one billion global registered users connected to their households and devices, we knew our data and technology story was solid,” says Viant chief executive Tim Vanderhook.

“The combination of Time Inc. and Viant is all about the marriage of first party data and premium content.”

Anna Dobbie



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