Time Inc-owned Viant has agreed undisclosed terms to purchase programmatic advertising platform Adelphic, broadening the scope of the advertising tech firm’s operations.

The takeover is expected to conclude by the spring and will give Viant access to Adelphic’s demand-side tools which enable brands to perform sharper cross-device targeting.

Such services are becoming increasingly important as marketers strive to attain a firmer of grasp of whether and when they reach the same consumers on several devices, allowing them to tailor their message on each.

Tim Vanderhook, Viant co-founder and chief executive, said: “Adelphic will bring superior media execution capabilities to Viant’s advertising cloud platform as one of the only DSPs built mobile-first. This addition will give marketers and their agencies the globally scaled people-based platform they have been consistently asking from us.”

With its latest purchase Viant’s cross-device data and analytics offerings will receive a timely fillip at a time of wider consolidation within the industry.

Time purchased Viant in February of last year in a bid to become the “Facebook of publishing”, with the Vanderhook-led outfit asserting that its database of close to half-a-billion email addresses (made available through it purchase of MySpace-owner Specific Media) can help brands verify that their ads are being served across screens in a manner consistent with their media planning.