How will Time’s Adelphic acquisition affect the Ad Tech Industry?

Time’s Adelphic acquisition may signal the beginning of a new Ad Tech arms race

Companies mentioned in this article: Time, Inc. (NYSE: TIME), Social Reality, Inc. (NASDAQ: SRAX), Adobe Systems, Inc. (NASDAQ: ADBE), Facebook (NASDAQ: FB), Alphabet (NASDAQ: GOOG) and Yahoo (NASDAQ: YHOO)

When Time, Inc. (NYSE: TIME) acquired Viant, a data-centric marketing company, last year, many observers wondered just how it planned on monetizing the 1 billion, plus, strong registered user database, but its recently announced plans to acquire Adelphic just filled in the gaps.

Adelphic is an innovative demand-side platform (DSP) cross-channel programmatic advertising platform provider, which includes…

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