Viant Powers Purchase-Based Audience Capabilities Through Wiland Partnership
October 20 2021 - 8:30AM
Business Wire
Adelphic Integration of Vast Predictive
Audiences for Targeting Precision and Scale
Viant Technology Inc. (NASDAQ: DSP), a leading people-based
advertising software company, and Wiland, a leader in spend-based
audiences for digital advertising campaigns, today announced the
integration of Wiland’s vast predictive audience segments into the
Adelphic® advertising software, enhancing the ability for Viant’s
brands and agencies to target prospective customers based on
purchase intent.
“As third-party cookies are phased out, brands are adjusting to
new approaches to help improve their understanding of target
audiences,” said Jon Schulz, Chief Marketing Officer, Viant.
“Purchase-based targeting reduces waste, drives measurable
increases in media productivity and ultimately increases top-line
revenue and bottom-line performance.”
Wiland combines individual-level spending-informed data,
interest-intensity signals, and advanced predictive analytics to
enable the creation of highly responsive audiences that cover
hundreds of categories ranging from apparel, appliances,
automotive, children’s products, and CPG to retail, travel,
hospitality, and more. Further informing Wiland’s predictive
modeling are exclusive social media engagement insights.
“Wiland audiences serve a vital role for advertisers by offering
audiences in hundreds of different categories built from real
spending data, which is the best predictor of future purchase
intent,” said Michelle Harness, Division Vice President, Wiland.
“We are excited to partner with Viant to deliver predictive
audiences who are not just active shoppers, but who are also repeat
buyers.”
About Wiland
Wiland is the best predictor of consumer response. By applying
advanced predictive analytics to the largest set of
individual-level spending data and interest-intensity signals,
Wiland creates audiences that enable brands and agencies to target
their media with unsurpassed accuracy across all addressable
channels and devices. Since 2005, Wiland has assembled the most
sophisticated AI-enabled modeling platforms and the most
comprehensive consumer spending data to enable profitable direct
connections between brands and their ideal future customers. In
addition to its reputation as a data-driven marketing innovator,
Wiland is also a company recognized for its culture of honesty,
integrity, and transparency.
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/20211020005174/en/
Media: Karen Castillo-Paff kpaff@viantinc.com
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