(VIDEO) MySpace Userbase Is Now Viant's Giant Ad Targeting Machine

MySpace may have struggled to retain relevance over the last few years, but its latest owner recently rolled up the social network in to a proposition it hopes advertisers will find appealing.

Interactive Media Holdings, which also owns Specific Media, Vindico and Xumo, has reacast as Viant Ad Cloud.

"We realised, four or five years ago, we weren't able to execute as well as we wanted for our advertisers anymore," chief revenue officer Jeff Collins concedes to Beet.TV. "A lot of the data was outdated.

"We set out to create a new foundation not as reliant on proxies and cookies but on a direct relationship with the consumer... a project to map out the country."

Viant now leverages around a billion of a total 1.2 billion user account profiles available to it, some augmented by improvements brought by Experian, to let advertisers target ads not to devices but to people, regardless of which device they use.

Collins was interviewed by Beet.TV at the IAB Annual Leadership Meeting.

Beet.TV coverage of the IAB meeting was sponsored by SpotXchange. Please find Beet.TV's coverage of the event here.

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