Viacom and American Express have formed an exclusive targeted television advertising partnership that will combine American Express’ data capabilities with Viacom Vantage, the predictive and targeting engine. The new product, Vantage Intent, powered by AmEx, will bring deep insights to marketers about consumer purchase intent while scaling across television, digital, and social. Vantage Intent, powered by AmEx is available for the 2016 Upfront.
“AmEx’s unique closed-loop analysis will give Vantage Intent, powered by AmEx the ability to do something unprecedented — forecast commercial intent before it has formed and target the right moment in time to reach people,” said Kern Schireson, EVP, Data Strategy and Consumer Intelligence. “With this partnership, Viacom again furthers its competitive lead as we bring advertisers access to powerful predictive insights that provide extraordinary impact at scale across all screens on Viacom’s brands.”