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What: Advertising technology company Viant, part of Time Inc., has signed an agreement to acquire Adelphic, a mobile-first, cross-channel programmatic advertising platform company.
Why it matters: The combination will create the industry’s first people-based demand-side platform, powered by over 1 billion registered users globally.

Time Inc.’s Viant, a people-based advertising technology company, has signed an agreement to acquire Adelphic, a company that provides a mobile-first, cross-channel programmatic advertising platform.

Adelphic’s self-service media planning and execution tools, including its ability to reach consumers across all screens and formats, will bolster Viant’s people-based data and analytics offerings. The deal is expected to close during the first quarter of 2017.

More than 70 percent of digital advertising may be transacted programmatically in 2017 and 75 percent of mobile spending will be transacted programmatically.

As a pioneer demand-side platform (DSP), Adelphic’s global media execution capabilities, in combination with Time Inc.’s and Viant’s first-party registered user bases, will bring marketers and their agency partners the first people-based DSP capable of reaching more than 1 billion consumers worldwide.

Forecasts suggest that programmatic digital advertising is growing rapidly and that more than 70 percent of digital advertising may be transacted programmatically in 2017, according to eMarketer. eMarketer also reports that 75 percent of mobile spending will be transacted programmatically.

The move toward people-based solutions dominated by “walled gardens” left a gap across the open web, which generally focuses on proxies like cookies for user identification. The combination of Viant and Adelphic will deliver the first people-based DSP, powered by Time Inc.’s and Viant’s large, deterministic data set.

Marketers can now manage reach and frequency across devices and channels with precision and scale, as well as measure true advertising impact by leveraging Viant’s ability to tie in-store purchases to real customers.

Time Inc. President and CEO Rich Battista said, “We know that in addition to premium content, advertisers are looking for more efficient buying processes for digital audiences. With Adelphic’s proven self-service capabilities, Time Inc. and Viant will be able to deliver greater programmatic competencies and benefits to our partners.”

“Adelphic will bring superior media execution capabilities to Viant’s advertising cloud platform as one of the only DSPs built mobile-first,” said Viant Co-Founder and CEO Tim Vanderhook. “This addition will give marketers and their agencies the globally scaled people-based platform they have been consistently asking from us.”

“We have a strong portfolio of clients who know us for a robust and easy-to-use suite of self-service tools that enable access to billions of ad opportunities per day,” said Adelphic CEO Michael Collins. “Cross-device capability at scale, combined with Viant’s people-based precision and persistency, will create a winning solution for advertisers.”

Below is our weekly analysis  of comScore ranking. This week the  10 most-visited e-commerce sites in the US-Hispanic market.

Amazon Sites, Ebay, Walmart and Apple Worlwide sites hold the top four spots in the ranking of the most-visited e-commerce sites in the US-Hispanic market and account for a total of 70.66% of the market share of the top 10 sites. Amazon, in first place, accounts for 31.66% of the market of the top 10 (an impressive figure that represents almost the sum of the second, third, and fourth-placed sites’ market shares).

The presence of new players like Target Corporation, Best Buy Sites, Home Depot, Hewlett Packard and Macy’s is a highlight, as they did not appear in the July 2015 rankings.

Additionally, while people can buy a wide variety of products on Amazon, the presence of Macy’s on the rankings is interesting because the chain specializes primarily in clothing, jewelry ,watches, bags and furniture. What is not surprising is that its number of visitors increases significantly during the month of December due to the holidays.

Ranking: US-Hispanic Market

Source: comScore MMX, Category Retail, US Hispanic, September 2015, PC/Laptop only, Home & Work, 6+Total Unique Visitors (000)
1Amazon Sites11.831
2eBay6.492
3Wal-Mart4.146
4Apple.com Worldwide Sites3.941
5Target Corporation2.676
6Best Buy Sites1.907
7The Home Depot, Inc.1.886
8Google Shopping1.584
9Hewlett Packard1.482
10Macy’s Inc.1.424