Viant Announces New Software Innovations for Cookieless World
November 18 2021 - 8:30AM
Business Wire
Viant Technology Inc. (NASDAQ: DSP), a leading people-based
advertising software company, today announced new software
innovations for its Adelphic® advertising software to drive greater
performance and measurement for advertisers facing the continuous
deprecation of third-party cookies and device identifiers.
Adelphic’s latest software innovations include:
- World Without Cookies (WWC): WWC is the Company’s
largest and most comprehensive software update in years, which
unifies its Household ID throughout Adelphic from onboarding to
audience planning, inventory forecasting, frequency capping,
reporting, and attribution. More than 30% of customers have adopted
WWC, which exited beta in October and drove an increase in
omnichannel adoption. Participating brands and agencies not only
saw over 200% average conversionsi, compared to cookies and other
device IDs, but participating customers also reached 40%ii more
households and have experienced dramatically lower customer
acquisition costsiii.
- Multi-Touch Attribution (MTA) 2.0: Viant has released
version 2.0 of its MTA solution, which offers marketers the ability
to holistically evaluate the performance of each media choice
within their omnichannel campaigns. The key benefit of this newly
preconfigured solution includes on-demand access, in-flight
reporting, and near real-time performance tracking. The
enhancements are aimed at deepening customer relationships and
achieving a higher return on advertising spend (ROAS) for customers
running campaigns within Adelphic and in scenarios where
availability of third-party cookies and devices identifiers are
limited.
- Deals Marketplace: Deals Marketplace has been
streamlined to increase scale and access for marketers discovering
more than 250 customized deals sourced from more than 80 premium
content owners. A new feature-rich, user interface and workflow
updates offer marketer flexibility in selecting deals by
attributes, such as KPI, media, verticals, and channels, such as
CTV, while driving efficiencies across seller and buyer
transactions. With the updates, Viant aims to simplify the
omnichannel marketing process and nurture the value trade between
content and advertising, while providing the necessary
infrastructure needed to manage deals in a post-cookie world.
- Viant’s Next Gen TV Solution: Viant has introduced its
new programmatic TV offering which bridges the Viant Household ID’s
vast addressability of premium TV viewership and vertical data
within the software to allow for seamless omnichannel execution
inclusive of linear and CTV. The solution unifies all data, various
seed partner data, and household-level data within Viant’s software
for one-stop access and a holistic marketer view of TV.
“We have had an unprecedented year of investment and advances in
our advertising software, Adelphic, leading with our innovative,
household-based upgrade, World Without Cookies, to the many
data-driven features and functions that we’ve implemented,” said
Fabrizio Blanco, Chief Technology Officer, Viant. “We remain
steadfast in our commitment to offering best-in-class technology
while ensuring a seamless customer experience.”
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.
_________________ i Based on two WWC beta advertisers. Results
may vary. Reach out to a Viant representative for more information.
ii Based on three WWC beta advertisers who met the criteria of at
least two million impressions served pre vs post software adoption.
Results may vary. Reach out to a Viant representative for more
information. iii Viant People-based Retail Transaction Aggregator
Benchmarks, February 2016- April 2020, 28 ad campaigns across 13
advertisers. Results may vary.
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version on businesswire.com: https://www.businesswire.com/news/home/20211118005189/en/
Media: Karen Castillo-Paff kpaff@viantinc.com
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