Time Inc. to Acquire Automated Ad Buying Platform Adelphic Inc.
Magazine publisher Time Inc. said it has agreed to acquire Adelphic Inc., an automated advertising buying platform.
The move is intended to offer marketers the ability to directly buy advertising that targets specific consumers.
Terms weren’t disclosed. The deal is expected to close in the first quarter.
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.
Time Inc., which publishes Sports Illustrated, Fortune and People, completed its purchase of Viant Technology Inc. last March. 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.
“This is the next piece of the puzzle that we’ve been putting together,” said Jen Wong, Time Inc.’s chief operating officer. “The forecasts show that a big chunk of the market is interested in transacting through automation. That’s particularly the case in mobile. This will allow us to do that.”
Ms.Wong described Viant as a managed service business that executes purchases on behalf of agencies and clients. Increasingly, agencies and clients want to execute those purchases themselves.
Adelphic, she said, has that self-service capability. “We’ll be able to put Viant’s data layer on top of Adelphic, enabling agencies to access that audience through self-service,” she said.
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.
Time Inc. earlier this month revamped its ad sales workforce and said it would focus even more heavily on category selling.
The pending purchase comes at a time when Time Inc.’s future as a standalone company is in question, amid continuing pressures on its print advertising and newsstand revenue. Time Inc. hired investment banks last December to help review its strategic options after turning away two acquisition overtures led by media investors that included Edgar Bronfman Jr.