Viant Technology is a prominent player in the field of advertising technology (ad tech) and digital marketing. The company specializes in providing a range of solutions and services that help advertisers and marketers reach their target audiences more effectively, measure the impact of their campaigns, and optimize their marketing strategies. Here are ten important things you need to know about Viant Technology:
Company Overview:
Viant Technology is a California-based company that was founded in 1999. The company has evolved over the years and has become a leader in the ad tech and digital marketing space.
Data-Driven Advertising:
Viant’s core focus is on data-driven advertising. They leverage data and technology to enable more precise and efficient ad targeting, allowing marketers to reach the right audience at the right time.
Identity Resolution:
One of Viant’s key offerings is identity resolution, which helps advertisers connect and recognize individual users across various devices and platforms. This is crucial for delivering personalized and consistent advertising experiences.
Viant’s Ad Cloud:
Viant’s Ad Cloud is a comprehensive platform that provides tools for campaign management, audience targeting, analytics, and attribution. It’s designed to streamline the entire advertising process, from planning to execution.
MyDSP:
Viant offers a self-service Demand-Side Platform (DSP) called MyDSP. It empowers advertisers to buy programmatic advertising inventory, manage their campaigns, and access valuable audience data.
Partnerships and Acquisitions:
Viant has established partnerships and made strategic acquisitions to enhance its capabilities. One of the notable acquisitions was Time Inc.’s ad tech business, which significantly expanded Viant’s reach.
TV Advertising Solutions:
Viant has made strides in the world of television advertising. They offer solutions for data-driven TV advertising, enabling advertisers to extend their campaigns to television while maintaining their data-centric approach.
Cross-Device Marketing:
Viant’s technology facilitates cross-device marketing, allowing advertisers to target users across smartphones, tablets, desktops, and other connected devices. This is essential for creating cohesive customer journeys.
Measurement and Attribution:
Viant provides tools for measuring the effectiveness of advertising campaigns and attributing conversions to specific touchpoints. This data-driven approach helps advertisers optimize their strategies for better ROI.
Data Privacy and Compliance:
Given the evolving landscape of data privacy regulations, Viant is committed to ensuring compliance with relevant laws, such as the General Data Protection Regulation (GDPR) and the California Consumer Privacy Act (CCPA). They take data security and user privacy seriously.
Viant Technology is a company that specializes in data-driven advertising solutions, including identity resolution, programmatic advertising, and TV advertising. They offer a comprehensive platform, Viant’s Ad Cloud, which streamlines the entire advertising process. With a strong focus on data privacy and compliance, Viant is a significant player in the digital marketing and ad tech industry.
Viant Technology’s expertise in data-driven advertising is a central pillar of its services. By harnessing the power of data, Viant empowers advertisers and marketers to make informed decisions. Through precise audience targeting and personalized messaging, they help brands connect with consumers in a more meaningful and effective way. This data-driven approach is pivotal in an era where customer expectations for relevant and personalized advertising are continually rising.
Identity resolution is another critical aspect of Viant’s offerings. In today’s fragmented digital landscape, where consumers engage with brands across multiple devices and platforms, recognizing and connecting with individual users is a significant challenge. Viant’s identity resolution technology bridges this gap, enabling advertisers to maintain a consistent and tailored message across various touchpoints, which is crucial for building brand loyalty and driving conversions.
Viant’s Ad Cloud is a comprehensive platform that serves as the backbone of their solutions. It brings together a suite of tools and capabilities for campaign planning, execution, and measurement. With this platform, advertisers can efficiently manage their ad campaigns, target specific audiences, access deep analytics, and attribute their marketing efforts accurately. This end-to-end solution simplifies the complex process of digital advertising, making it accessible and efficient for brands of all sizes.
For those looking for a self-service advertising solution, Viant offers MyDSP, a Demand-Side Platform. MyDSP empowers advertisers to take control of their programmatic advertising efforts. It provides access to a wealth of data and inventory, enabling advertisers to fine-tune their campaigns and optimize their reach. This self-serve platform is especially valuable for businesses that want a hands-on approach to their digital advertising.
In terms of growth and expansion, Viant has strategically pursued partnerships and acquisitions to strengthen its position in the market. Their acquisition of Time Inc.’s ad tech business, for example, significantly expanded their reach and capabilities, allowing them to provide even more comprehensive solutions to their clients. These strategic moves have reinforced Viant’s status as a leader in the industry.
Television advertising remains a powerful medium for reaching a broad and engaged audience. Viant recognizes this and offers solutions for data-driven TV advertising. By combining their data-driven approach with the traditional television medium, Viant enables advertisers to extend their campaigns seamlessly to the living room screen. This holistic approach to advertising acknowledges the importance of an omnichannel strategy.
Viant’s technology excels at cross-device marketing, ensuring that the right message reaches consumers on their preferred devices. Whether it’s smartphones, tablets, desktops, or other connected gadgets, Viant’s tools facilitate a cohesive and synchronized approach to marketing. This helps create consistent and memorable brand experiences, further enhancing customer engagement and loyalty.
Measuring the impact of advertising campaigns and attributing conversions to specific touchpoints is essential for optimizing marketing strategies. Viant provides a suite of tools for measurement and attribution, enabling advertisers to understand what works and what doesn’t. This data-driven feedback loop allows for continuous refinement and improvement of marketing efforts, ultimately leading to a better return on investment (ROI).
Lastly, as the landscape of data privacy regulations evolves, Viant places a strong emphasis on compliance. With the General Data Protection Regulation (GDPR) in Europe and the California Consumer Privacy Act (CCPA) in the United States, data privacy and security have become paramount concerns. Viant is committed to ensuring that its practices align with these regulations, safeguarding the privacy of users and the integrity of data.
In conclusion, Viant Technology’s commitment to data-driven advertising, identity resolution, and comprehensive platforms such as Viant’s Ad Cloud, MyDSP, and solutions for television advertising, positions them as a prominent player in the digital marketing and ad tech industry. Their ability to navigate the complex and ever-changing landscape of data privacy and compliance showcases their dedication to responsible and effective advertising practices.
