Photo: Bloomberg NewsMagazine publisher Time Inc. said it has agreed to acquire Adelphic Inc., an automated advertising buying platform. Adelphic enables agencies and clients to buy advertising on their own, a self-service capability that Viant currently lacks. At the time, the publisher said it would blend its content and subscriber data with Viant’s data on more than 1 billion registered users. Michael Collins, chief executive of Adelphic, based in Waltham, Mass., said the combination of Viant’s audience data with Adelphic’s automated buying should provide greater value to clients. “Their data and premium content together with our automated buying technology will be a very powerful combination,” he said.

Source: Wall Street Journal January 23, 2017 19:39 UTC