Via Wall Street Journal
The gist: Time has acquired ad-buying platform Adelphic.
More information: “Magazine publisher Time Inc. said it has agreed to acquire Adelphic Inc., an automated advertising buying platform,” reported the WSJ.
“The move is intended to offer marketers the ability to directly buy advertising that targets specific consumers,” the article added.
“Time Inc. said the ad tech firm will complement Viant, a data-driven marketing company it acquired last year that has a database of more than 1 billion registered users. Adelphic enables agencies and clients to buy advertising on their own, a self-service capability that Viant currently lacks,” the WSJ wrote.