Time Inc. Acquires Ad-Tech Company Adelphic to Beef Up Programmatic Advertising

It's the latest in a string of digital deals

As Time Inc. continues to pivot from being seen as a print magazine publisher to a digital media player, the company has acquired programmatic ad-tech company Adelphic.

Adelphic will join Viant, a marketing company that Time Inc. acquired a year ago that uses first-party data and programmatic technology for ad targeting. Six-year-old Adelphic is a demand-side platform that helps brands plan and manage mobile and digital campaigns. It will also help Viant advertisers more precisely target groups of consumers across Time Inc.'s

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