Viant and Havas Media Network Achieve 100% Scale and 93% Unique Reach in Landmark Cookieless Test

Rhea-AI Summary

Viant Technology Inc. (NASDAQ: DSP) and Havas Media Network have successfully executed a cookieless advertising test for a major US pharmaceutical advertiser. The test, powered by PurpleLab's healthcare data, achieved 100% scale and 93% unique reach across premium publishers using Viant's Household ID™ technology instead of traditional cookies.

Key highlights:

• The test compared cookie-based and cookieless strategies
• Over 70% viewability was achieved
• Adhered to DoubleVerify and Ads.txt brand safety standards
• Viant's Household ID integrates with publisher first-party data
• Provides a solution for targeting and measurement across channels

This collaboration demonstrates the effectiveness of cookieless advertising solutions in maintaining performance and reaching target audiences in the evolving digital advertising landscape.

Positive

• Achieved 100% scale and 93% unique reach in cookieless advertising test
• Over 70% viewability achieved in the US campaign
• Adhered to rigorous industry standards for brand safety
• Viant's Household ID technology provides a holistic solution for targeting and measurement across channels
• Successful demonstration of maintaining performance without relying on third-party cookies

Negative

• None.

Insights

Market Research Analyst

As a Market Research Analyst, I find this news impactful for the digital advertising industry. The successful cookieless advertising test conducted by Viant and Havas Media Network represents a significant milestone in addressing the impending deprecation of third-party cookies.

The test's results are particularly noteworthy:

• 100% scale achievement
• 93% unique reach across premium publishers
• Over 70% viewability

These figures demonstrate that Viant's Household ID technology can effectively target consumers without relying on traditional cookies, which is important as the industry moves towards a privacy-centric future. The high viewability rate and adherence to brand safety standards further underscore the quality of this cookieless approach.

For investors, this development positions Viant (NASDAQ: DSP) as a potential leader in the post-cookie advertising landscape. The company's ability to maintain performance and reach target audiences without third-party cookies could give it a competitive edge as advertisers seek alternative solutions.

However, it's important to note that this is a single test with one pharmaceutical advertiser. The true test will be in replicating these results across various industries and at scale. Investors should monitor Viant's ability to commercialize this technology and attract more clients based on these promising results.

Tech Expert

From a technological standpoint, Viant's Household ID represents a sophisticated approach to identity resolution in digital advertising. Here's why it's significant:

• Integration with publisher first-party data
• Cross-channel targeting and measurement capabilities
• Privacy-compliant data connection

The Household ID acts as a central identifier, connecting various data points without relying on traditional cookies. This is important in an era where privacy regulations are tightening and major browsers are phasing out third-party cookies.

What's particularly impressive is the 93% unique reach achieved. This suggests that the Household ID technology is highly effective at identifying and reaching distinct households, which is a key challenge in cookieless advertising.

However, there are potential challenges to consider. The effectiveness of this technology may vary depending on the type of campaign and target audience. Additionally, as more companies develop cookieless solutions, Viant will need to continually innovate to maintain its competitive edge.

For investors, it's worth noting that Viant's technology appears to be well-positioned for the future of digital advertising. However, the true test will be in its widespread adoption and ability to perform consistently across various campaigns and industries.

Cookieless Activation Achieved through the Viant DSP

IRVINE, Calif.--(BUSINESS WIRE)-- Viant Technology Inc. (NASDAQ: DSP), a leading advertising technology company, today announced the successful execution of a cookieless advertising test conducted in partnership with Havas Media Network, one of the world's largest global communications networks, powered by data from PurpleLab®, a healthcare analytics company that holds one of the largest medical and pharmaceutical claims databases in the US. The test, conducted for a major US-based pharmaceutical advertiser, achieved 100% scale and a 93% unique reach across premium publishers when utilizing the Viant Household ID™ to target consumers instead of traditional cookies.

Viant Technology and Havas Media Network partner on a successful cookieless advertising test. (Graphic: Business Wire)

Havas Media Network leveraged Viant’s advanced targeting technology within its industry-leading Demand-Side Platform (DSP) to conduct A/B tests against custom audiences from Havas Media’s Converged Audiences platform. The tests compared two strategies: one using cookies and the other without. The cookieless approach, achieving a 100% scale and a 93% unique reach, underscores how Viant's cookieless advertising technology delivers superior and scalable identity resolution solutions designed for the post-cookie world.

“To better serve our clients, we need to stay ahead of the challenges that they’re facing. Our cookieless activation with Viant and our Converged platform is a massive achievement for our agency, as we prove our ability to succeed without sacrificing performance or audience privacy,” said Greg James, CEO of Havas Media Network North America.

According to DoubleVerify, the US campaign achieved over 70% viewability and adhered to rigorous industry standards for brand safety from DoubleVerify and Ads.txt, ensuring privacy-compliant advertising.

“Our collaboration with Havas Media Network has proven that it is possible to maintain performance and reach target audiences effectively without relying on third-party cookies,” said Dustin Kwan, Chief Product Officer at Viant. “This successful test demonstrates the power of our Household ID technology and reinforces Viant’s commitment to pioneering solutions for the evolving digital advertising landscape.”

The Viant Household ID serves as a nexus point for marketers, data providers, and publishers, integrating with publisher first-party data to offer a holistic solution for targeting and measurement across various channels without the need for traditional cookies. This central identifier connects data points in a privacy-compliant manner, resolving programmatic identifiers and capturing more conversions than competitors, providing a solution to the deprecation of cookies and historical digital identifiers.

"Our partnership with Viant has enabled us to effectively navigate the challenges posed by the decline of third-party cookies," said Sarah Karges, SVP of Biddable Media at Havas Media Network. "We are thrilled with the results of the test, which demonstrate the power of our Converged Audiences platform in conjunction with Viant’s advanced identity solutions when preparing for a future that does not solely rely on third-party cookies.”

As advertisers and the industry continue to evolve, Viant remains at the forefront of providing solutions that meet the challenges of a future that is not dependent on third-party cookies. Learn more about the Viant Household ID here.

ABOUT VIANT

For over 25 years, Viant® (NASDAQ: DSP) has been at the forefront of technology innovation for advertisers. As a premier enterprise-grade Demand Side Platform, Viant excels in delivering omnichannel digital advertising, driving growth through connected television (CTV), advanced identity solutions, and AI-driven Autonomous Advertising. Through the Adtricity® sustainability program, Viant champions a more sustainable future for digital advertising. Headquartered in Irvine, CA, Viant has received accolades from G2 as the Best Software in Marketing & Advertising, Great Place to Work® certification, and the Business Intelligence Group’s Innovation award for AI advancements. Learn more at viantinc.com.

ABOUT HAVAS MEDIA NETWORK

Havas Media Network (HMN) is the media experience agency. Havas Media Network delivers this brand promise through the Mx System, where meaningful media helps build more meaningful brands. Havas Media Network is part of the Havas group, owned by Vivendi, one of the world's largest integrated content, media, and communications groups. Havas Media Network is home to more than 10,000 specialists across 150 countries worldwide, with 73 Villages. Global clients include Hyundai Kia, Puma, TripAdvisor, Michelin, Telefónica, Reckitt Benckiser, among many others. For more information, visit the website or follow Havas Media Network on Twitter @HavasMedia, LinkedIn @HavasMediaNetwork, Facebook @HavasMedia or Instagram @havas.

ABOUT PURPLELAB

PurpleLab is a healthcare analytics company with a mission to spur value-driven innovation across the healthcare continuum. HealthNexus™, the company’s privacy-safe, no-code analytics platform, empowers advertisers, agencies, advertising technology companies and other healthcare stakeholders to explore patient and provider populations, size audiences, measure, and optimize omnichannel healthcare media campaigns. PurpleLab®, which raised a Series B financing of $40M in July 2022, has also been certified as one of the few CMS Qualified Entities, enabling it to receive Medicare claims data under Parts A, B, and D to evaluate provider performance. For more information, visit purplelab.com.

View source version on businesswire.com: https://www.businesswire.com/news/home/20240725192884/en/

Media Contact:



Marielle Lyon

press@viantinc.com



Mia Gabriel

Mia.gabriel@havasmedia.com

Source: Viant Technology Inc.

FAQ

What was the result of Viant and Havas Media Network's cookieless advertising test?

The test achieved 100% scale and 93% unique reach across premium publishers using Viant's Household ID™ technology instead of traditional cookies.

How did the cookieless campaign perform in terms of viewability for Viant (DSP)?

According to DoubleVerify, the US campaign achieved over 70% viewability while adhering to rigorous industry standards for brand safety.

What is the Viant Household ID and how does it work?

The Viant Household ID is a central identifier that connects data points in a privacy-compliant manner, integrating with publisher first-party data to offer targeting and measurement across channels without relying on traditional cookies.

How does Viant's (DSP) cookieless solution compare to cookie-based advertising?

The test demonstrated that Viant's cookieless solution can maintain performance and reach target audiences effectively without relying on third-party cookies, achieving 100% scale and 93% unique reach.