Viant Launches Identity-Based Cookieless Measurement Solution
July 27 2021 - 8:30AM
Business Wire
Proprietary Approach Attributes Conversions
Across Omni Channel Media Buys
Viant Technology Inc. (NASDAQ: DSP), a leading people-based
advertising software company, today announced the expansion of
Adelphic® advertising software’s suite of campaign performance and
measurement tools to include ‘Conversion Lift,’ an identity-based
measurement solution that provides a more accurate and
all-encompassing view of advertising performance in the absence of
third-party cookies.
Viant’s proprietary approach addresses several third-party
cookies measurement challenges facing today’s marketers.
- 72% of all conversions happen on a separate device from where
the ad occurred1
- Channels, such as CTV and some browsers and mobile apps are
already in cookieless environments
“The guessing game is over - we’re able to fulfill the gap of
insights that third-party cookies were causing, “said Chad Kehoe,
Digital Director, ESB Advertising. “Through Conversion Lift, we can
clearly see the path to conversion within Adelphic advertising
software, enabling us to measure upper-funnel marketing tactics
against real tangible conversion metrics."
The proprietary technique behind Conversion Lift leverages
Viant’s people-based data framework and Viant’s Household ID, a
persistent, device-agnostic identifier to incorporate actual
conversion data into measurement, empowering brands and agencies
with insights about exactly how their marketing investments are
contributing to their bottom line.
“At Viant, we’re committed to helping brands and agencies
navigate the cookieless world, “said Steven Ohrnstein, Senior Vice
President of Platform Automation & Analytics, Viant.
“Conversion Lift overcomes the pitfalls of cookie-based
measurement, providing marketers with a clear picture of
performance compared to the traditional same-device conversions
that are ubiquitous across other demand-side platforms today.”
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 AdAge 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.
1 Viant Internal Data, Based on aggregated results across
Adelphic Advertising Software
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version on businesswire.com: https://www.businesswire.com/news/home/20210727005443/en/
Media Contact: Karen Castillo-Paff kpaff@viantinc.com
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