Viant Enhances Contextual Targeting Capabilities With Peer39 Partnership
May 05 2021 - 8:30AM
Business Wire
Integration Scales Adelphic's Pre-Bid
Contextual Library
Viant Technology Inc. (NASDAQ: DSP), a leading people-based
advertising software company, and Peer39, the leading provider of
AI-powered contextual targeting and brand protection technology for
digital advertising, today announced the successful integration of
Peer39's Advanced Contextual Data Marketplace into Viant's
advertising software, Adelphic®. The integration scales Adelphic's
library of pre-bid contextual data providers, accelerating
advertisers' abilities to elevate their media performance in
cookieless environments.
"Viant's industry-leading solutions empower advertisers to reach
all types of audiences in privacy-friendly, cookieless
environments," said Jon Schulz, Chief Marketing Officer, Viant.
"This recent integration with Peer39 offers brands and agencies
more options to deliver their messages via contextually-relevant
environments."
In a 2021 poll of 146 buy-side professionals conducted by
Digiday Research, more than half of respondents noted they were
spending more money on contextual targeting to prepare for the end
of third-party cookies.
"We are entering a privacy-first era of marketing, where the
data used in advertising campaigns is under greater scrutiny than
ever before," said Mario Diez, CEO, Peer39. "To succeed in this
era, advertisers need access to reliable, privacy-compliant data
signals that will last into the future. This collaboration with
Viant broadens that accessibility, creating new ways for
advertisers to obtain cookie-free contextual data to target their
campaigns across web, mobile and CTV environments."
About Peer39
Peer39 is an independent data company that provides the largest
data set available in the digital advertising ecosystem. Every day,
the industry's leading brands, agencies and publishers trust
Peer39's AI-powered semantic analysis engine to provide a holistic
understanding of page content, meaning, and sentiment. We do this
by analysing the relationship between words on a page, the content
of a video, or in an app, ensuring appropriate classification. As
people's time and attention become more fragmented, Peer39 believes
that to succeed, you need as much contextual understanding of your
audience as possible. We believe that it's as much about the
digital environment as it is about the physical environment. Only
then can you deliver the right ad to the right user in the right
context.
For more information, please visit: http://www.peer39.com/
About Viant
Viant® is a leading people-based advertising software company
that enables marketers and their agencies to centralize the
planning, buying and measurement of their advertising investments
across most channels. Viant's self-service Demand Side Platform
(DSP), Adelphic®, is an enterprise software platform enabling
marketers to execute programmatic advertising campaigns across
Connected TV, Linear TV, mobile, desktop, audio and digital
out-of-home channels. Viant's Identity Resolution capabilities have
linked 115 million U.S. households to more than 1 billion connected
devices and is combined with access to more than 280,000 audience
attributes from more than 70 people-based data partners. Viant is
an Advertising Age 2021 Best Places to Work award winner and the
Adelphic DSP is featured on AdExchanger's 2021 Programmatic Power
Players list. To learn more, visit viantinc.com and adelphic.com or
follow us on Facebook, Twitter, Instagram, LinkedIn and
YouTube.
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version on businesswire.com: https://www.businesswire.com/news/home/20210505005319/en/
Media: Karen Castillo-Paff kpaff@viantinc.com
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