Viant Technology is a company that operates in the advertising technology (ad tech) industry, providing solutions and services that facilitate the planning, execution, and measurement of digital advertising campaigns. Here are ten important things to know about Viant Technology:
Company Overview:
Viant Technology is an Irvine, California-based company that specializes in people-based advertising software. The company’s platform enables advertisers to target and measure their campaigns based on real people, rather than cookies or device identifiers.
Parent Company and History:
Viant Technology was acquired by Time Inc. in 2016. However, in 2018, Meredith Corporation acquired Time Inc. Consequently, Viant became a subsidiary of Meredith Corporation, a media and marketing services company. The company has evolved over the years, adapting to changes in the advertising technology landscape.
People-Based Advertising:
One of Viant’s key focuses is on people-based advertising, a strategy that involves targeting and reaching real individuals across various devices and channels. This approach aims to create a more accurate and personalized advertising experience by leveraging first-party data and identity resolution.
Adelphic DSP:
Viant’s flagship product is the Adelphic Demand-Side Platform (DSP). Adelphic is an omnichannel programmatic advertising platform that allows advertisers to buy and manage digital advertising across various channels, including display, mobile, video, and connected TV. The platform is designed to enhance targeting and measurement capabilities.
Identity Resolution:
Viant Technology places a significant emphasis on identity resolution, which involves connecting disparate data points to create a unified view of individual users. This helps advertisers to deliver more targeted and personalized advertising messages. Viant’s identity resolution capabilities are crucial in the era of privacy regulations and the decline of third-party cookies.
Data and Analytics:
The company leverages data and analytics to provide insights into consumer behavior and advertising campaign performance. By analyzing vast amounts of data, Viant aims to help advertisers make informed decisions about their campaigns, optimizing them for better results and return on investment.
Cross-Device Targeting:
Viant’s technology allows advertisers to reach consumers across different devices, such as smartphones, tablets, desktop computers, and connected TVs. This cross-device targeting capability is essential for creating a seamless and consistent advertising experience for users as they move between various digital platforms.
Partnerships and Integration:
Viant has established partnerships with various players in the digital advertising ecosystem. These partnerships can include data providers, publishers, and other technology platforms. Integration with other advertising technologies and platforms is crucial for ensuring a comprehensive and effective advertising solution.
Addressable TV Advertising:
Viant has a focus on addressable TV advertising, allowing advertisers to target specific households with relevant ads on connected TVs. This approach brings the precision of digital advertising to the traditional television landscape, enabling more targeted and measurable TV campaigns.
Privacy and Compliance:
In the evolving landscape of data privacy and consumer protection regulations, Viant Technology places a strong emphasis on privacy and compliance. Adelphic, the company’s DSP, is designed to operate within the boundaries of privacy regulations, offering advertisers a solution that respects user privacy while delivering effective advertising.
Viant Technology is a player in the ad tech industry with a focus on people-based advertising, identity resolution, and cross-device targeting. The company’s flagship product, Adelphic DSP, is at the core of its offerings, enabling advertisers to create more personalized and effective digital advertising campaigns. Viant is also attentive to privacy concerns and works within the framework of relevant regulations to ensure responsible data usage in the advertising space.
Viant Technology’s journey in the advertising technology sector has been marked by a commitment to innovation and adaptation. Acquired by Time Inc. in 2016 and subsequently becoming a part of Meredith Corporation in 2018, Viant has continued to evolve its offerings to meet the changing demands of the digital advertising landscape. The company’s dedication to people-based advertising is a defining feature, seeking to move beyond traditional cookie-based targeting to connect with real individuals across devices.
At the heart of Viant’s technology suite is the Adelphic Demand-Side Platform (DSP). This omnichannel programmatic advertising platform empowers advertisers to navigate the complexities of digital advertising, offering capabilities spanning display, mobile, video, and connected TV. By embracing a people-centric approach, Adelphic enhances targeting precision and measurement accuracy, contributing to more effective and personalized advertising campaigns.
Central to Viant’s strategy is identity resolution, a process that stitches together disparate data points to create a unified and accurate view of individual users. This capability is vital in a landscape where privacy regulations and the phasing out of third-party cookies require advertisers to find new ways to target and engage audiences. Viant’s identity resolution contributes to the creation of personalized experiences while respecting user privacy.
Beyond its technological prowess, Viant places a strong emphasis on data and analytics. The company leverages data-driven insights to provide advertisers with a comprehensive understanding of consumer behavior and campaign performance. In a data-rich environment, Viant aims to empower advertisers to make informed decisions, optimize campaigns, and achieve a higher return on investment.
The cross-device targeting capabilities offered by Viant further contribute to a seamless user experience. Advertisers can connect with consumers across smartphones, tablets, desktops, and connected TVs, ensuring a consistent and cohesive brand presence as users transition between devices. This ability to reach audiences wherever they are in the digital landscape is a key factor in Viant’s value proposition.
Partnerships and integrations form an integral part of Viant’s ecosystem. Collaborations with data providers, publishers, and other technology platforms enhance the company’s ability to offer a comprehensive advertising solution. These partnerships contribute to the effectiveness and reach of Viant’s platform, allowing advertisers to tap into a broader spectrum of data and inventory.
Addressable TV advertising is another area where Viant has made strides. Recognizing the continued relevance of television in the media mix, Viant’s technology facilitates the targeting of specific households with tailored ads on connected TVs. This convergence of digital precision with traditional television channels aligns with the broader trend of making TV advertising more targeted and measurable.
As the digital advertising industry grapples with evolving privacy regulations, Viant maintains a proactive stance on privacy and compliance. Adelphic, with its privacy-conscious design, operates within the parameters of regulatory frameworks. This commitment to responsible data usage aligns with the broader industry trend toward more transparent and user-friendly advertising practices.
In conclusion, Viant Technology stands as a dynamic force in the ad tech landscape, offering a suite of solutions centered around people-based advertising, identity resolution, and cross-device targeting. With a flagship product like Adelphic DSP and a commitment to privacy and compliance, Viant continues to play a significant role in shaping the future of digital advertising. Through partnerships, data-driven insights, and a focus on addressing the challenges of a changing industry, Viant remains at the forefront of innovation in the realm of advertising technology.
