Viant Collaborates with TransUnion on Identity Solutions
Viant Technology Inc. (NASDAQ: DSP), an innovator in AI-driven programmatic advertising, is taking a substantial step in enhancing its identity offerings. In today’s evolving advertising landscape, where privacy concerns and the loss of cookies create hurdles for marketers, Viant introduces an enhanced identity solution designed to meet and exceed these challenges head-on. This new initiative is significantly bolstered by Viant's partnership with TransUnion, a leader in data and insights.
Addressing Advertisers' Needs in a Cookieless World
The advertising industry is undergoing significant changes. As the cookie crumbles, advertisers are in search of solutions that provide better targeting and measurement capabilities across all digital channels. Viant's Household ID is engineered to resolve these issues, aiming to match its innovative system to around 95% of adults in the U.S. over 18, utilizing trusted and comprehensive data resources.
Chris Vanderhook, COO and Co-Founder at Viant, stated, "Viant’s independent demand-side platform offers a truly native approach to identity resolution. Our Household ID technology not only provides extensive scalability for advertisers but also helps to maintain precision and performance in a privacy-first environment." This ongoing journey highlights Viant's commitment to remain at the forefront of identity resolution within the industry.
A Seamless and Effective Identity Solution
At the core of Viant's identity strategy is its patented Household ID™ technology. This robust framework ensures that their built-in identity solution operates efficiently with various data identifiers, allowing advertisers to access precise targeting and measurable results across an array of platforms, including Connected TV (CTV). The partnership with TransUnion strengthens this capability, producing accurate, scalable, and privacy-focused identity solutions that empower advertisers.
Dorean Kass, EVP, Diversified Markets at TransUnion, remarked, "This collaboration with Viant aims to create a reliable resource for advertisers. By combining the Viant Household ID with TruAudience identity data, we’re equipped to address today’s issues such as signal loss, ensuring effective marketing campaigns. We thrive on supporting the identity framework that propels the adtech and martech ecosystem, enabling businesses to forge deeper connections in an increasingly fragmented digital world."
Powering Campaign Efficiency in CTV
Viant's native identity offering simplifies and accelerates campaign measurement and optimization, standing apart from non-native systems. Its integrated approach coordinates fragmented data into a comprehensive, actionable narrative, helping advertisers achieve precise targeting and accurate measurement—even in cookie-free environments, like Connected TV (CTV). With integrations such as LiveRamp (RampID), Viant is able to enhance its offerings further, providing additional valuable signals within the bidstream that drive stronger campaign performance.
The extensive capabilities of the Viant Household ID create new addressability opportunities within premium CTV settings. By participating in Viant’s Direct Access Program, advertisers can establish direct pathways with leading streaming services, which enables access to addressable audiences on a large scale, maximizes return on ad spend (ROAS), and capitalizes on CTV's burgeoning potential.
About Viant Technology Inc.
Viant Technology Inc. (NASDAQ: DSP) leads the way in AI-powered programmatic advertising, constantly pushing the boundaries of digital marketing innovation. Their all-encompassing platform, designed explicitly for CTV, enables marketers to plan, execute, and assess their campaigns with unmatched precision and efficiency. With recent advancements like ViantAI, the company is paving the road to fully autonomous advertising solutions, empowering clients to reach their most ambitious objectives. Viant’s accolades include recognition as the Best Demand-Side Platform from MarTech Breakthrough and being certified as a Great Place to Work®, showcasing their commitment to excellence in both technology and workplace culture.
Frequently Asked Questions
What is the purpose of the partnership between Viant and TransUnion?
The partnership aims to enhance Viant's identity solutions, enabling advertisers to better cope with challenges such as signal loss in a cookie-free environment.
How does the Viant Household ID function?
Viant's Household ID utilizes patented technology to offer advertisers precise targeting capabilities by matching its data to a significant portion of U.S. adults, ensuring effective campaign execution.
In what ways does the identity solution benefit Connected TV advertising?
The identity solution improves campaign measurement and optimization across all digital channels, including CTV, enabling advertisers to navigate a fractured advertising landscape effectively.
Who are the key figures associated with this collaboration?
Chris Vanderhook, COO and Co-Founder at Viant, and Dorean Kass, EVP, Diversified Markets at TransUnion, are prominent figures highlighting the strategic benefits of this partnership.
What innovations is Viant introducing in digital advertising?
Viant is introducing AI-powered solutions focused on enhancing programmatic advertising strategies, particularly emphasizing privacy-first methodologies and effective campaign measurement.
