How Can Viant Differentiate in a Commoditized Ad-Tech Market?

Meredith offloads its 60% stake back to original owners

Recent weeks have brought a fresh wave of mergers and acquisitions in ad tech, and today it’s Viant co-founders Tim and Chris Vanderhook taking back full control of the company they created.

The buyout comes just shy of four years after the brothers sold 60% of Viant to Time Inc. for a reported $87 million, as Meredith makes good on its earlier promise to offload various assets from its purchase of Time Inc.

The deal, which also includes demand-side platform Adelphic, social network MySpace and Specific Media, has left many asking just how Viant will differentiate itself in a highly commoditized market, particularly in the demand-side platform (DSP) sector.

Financial terms were not publicly disclosed, although given some of the modest ad tech exits as of late (plus Meredith’s earlier announcement that it



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