Viant Reports 200 Percent Conversion Increase From ‘World Without Cookies’ Software Private Beta Program
August 17 2021 - 7:00AM
Business Wire
Company Expands Program into Open Beta
Phase
Viant Technology Inc. (NASDAQ: DSP), a leading people-based
advertising software company, today announced customers who
participated in the company’s private beta release testing program
drove 200% more conversions. The World Without Cookies (WWC) beta
program, which integrates Viant’s Household ID within its Adelphic®
advertising software, is expanding into the open beta phase and is
now available for all customers to test.
The open beta phase marks the next step from Viant’s private
beta-testing program, which was launched in June and provided early
access to the new digital experience across Adelphic. During the
private period, participating brands and agencies not only saw over
a 200% average increase in new customer acquisitions, but they also
reached 40% more households and decreased frequency and ad
repetition by 28%.
“Marketers are struggling to measure brand effectiveness,
especially in channels like Connected TV, streaming audio, and
mobile phones where cookies don’t exist or only exist a small
percentage of the time,” said Chris Vanderhook, Chief Operations
Officer, Viant. “We believe WWC solves for these important,
emerging needs, empowering brands and agencies to reach more
customers and drive better performance of their omnichannel
campaigns while also providing a better consumer experience.”
Advantages of the WWC program include:
- Onboarding First-Party Data—Access to more ways clients
can utilize their first-party data, including directly onboarding
physical addresses. (Already available onboarding options include
customer e-mail addresses and other digital identifiers.)
- User Experience—Unifying Viant’s Household ID throughout
the software allows for enhanced control of planning, buying, and
measuring omnichannel campaigns.
- Scale— With Viant’s Household ID available across nearly
80% of all available ad opportunities managed within the software,
marketers can immediately reach more than 115 million addressable
U.S. households that make up more than 250 million addressable
consumers in cookieless environments.
- Measurement — Capture measurement of cross-platform
reach and frequency in real-time, enabling advertisers to adjust
course and link impact to actual business outcomes.
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 Ad 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/20210817005249/en/
Media Contact: Karen Castillo-Paff kpaff@viantinc.com
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