Viant Enhances Cookieless Offerings for CPG Advertisers Through Catalina Partnership
September 29 2021 - 8:30AM
Business Wire
Integration Links Offline and Online Ad
Performance to Individual Purchases
Viant Technology Inc. (NASDAQ: DSP), a leading people-based
advertising software company, and Catalina, a leader in shopper
intelligence and omni-channel media solutions, today announced the
integration of Catalina’s extensive shopper data into the Adelphic®
advertising software, enhancing cookieless targeting, measurement
and attribution offerings for CPG advertisers. The integration maps
offline and online ad performance to purchases to help marketers
track real-time effectiveness of campaigns and enable independent
validation of customer purchases.
“Viant continues to identify innovative solutions that enable
modern marketers to stay at the forefront of trends, such as
intelligent household advertising,” said Jon Schulz, Chief
Marketing Officer, Viant. “This partnership with Catalina is
intended to help brands and agencies not only reach the right
consumers with greater accuracy, but to improve ROI
simultaneously.”
Catalina’s 236 million digitally-enabled shopper IDs link media
exposures to purchases via Viant’s Household ID, a privacy-friendly
solution that uniquely maps and validates consumers to 115 million
U.S. households. Catalina’s deterministic purchased-based audiences
are integrated into the Adelphic platform, and Catalina’s real-time
anonymous campaign data can assist CPG advertisers with in-flight
campaign optimization.
“Matching real-world actions with digital marketing efforts is
critical for advertisers to understand and improve their efforts in
increasing advertising effectiveness and return-on-ad-spend,“ said
Brian Dunphy, Senior Vice President of Catalina’s Strategic
Partnerships & Channel Sales. “We are excited to expand our
partnership with Viant to bring a unified household view to their
customers so they can do just that.”
About Catalina
Catalina is a leader in shopper intelligence and highly targeted
in-store, TV, radio and digital media that personalizes the shopper
journey. Powered by the world’s richest real-time shopper database,
Catalina helps CPG brands, retailers and agencies optimize every
stage of media planning, execution and measurement to deliver $6.1
billion in consumer value annually. Catalina has no higher priority
than ensuring the privacy and security of the data entrusted to the
company and maintaining consumer trust. Catalina has operations in
the United States, Costa Rica, Europe and Japan. To learn more,
please visit www.catalina.com or follow us on Twitter
@Catalina.
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 are 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/20210929005223/en/
Media: Karen Castillo-Paff kpaff@viantinc.com
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