Viacom reports increase in data-based advertising revenue

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Viacom has increased revenue from its addressable (data-based) advertising and branded content (native advertising and social) portion of its ad business by 29% year-over-year, the company announced as part of their quarterly earnings report Wednesday.

Why it matters: The network's efforts to increase this type of revenue via investments in ad technology are seen by many analysts as a core component of its offerings in a merger with CBS, which both companies are currently evaluating.