Viant and TransUnion Partner to Enrich Viant Household ID
Viant Technology (NASDAQ: DSP) has announced an enhanced identity offering to address signal loss challenges in cookieless advertising, partnering with TransUnion to match its Household ID to 95% of U.S. adults (18+). The solution leverages Viant's patented Household ID™ technology to provide advertisers with precise targeting and measurement across all channels, including Connected TV (CTV).
The partnership integrates TransUnion's TruAudience identity data with Viant's Household ID, creating a privacy-forward solution for advertisers facing signal loss challenges. The system is interoperable with various IDs, including LiveRamp (RampID), and enables faster campaign measurement and optimization compared to non-native alternatives.
Through Viant's Direct Access Program, advertisers can access direct integrations with streaming platforms, enabling addressable audience targeting at scale in premium CTV environments.
Viant Technology (NASDAQ: DSP) ha annunciato un'offerta di identità potenziata per affrontare le sfide della perdita di segnali nella pubblicità senza cookie, collaborando con TransUnion per abbinare il suo Household ID al 95% degli adulti statunitensi (18+). La soluzione sfrutta la tecnologia brevettata Household ID™ di Viant per fornire agli inserzionisti un targeting e una misurazione precisi attraverso tutti i canali, inclusa la televisione connessa (CTV).
La partnership integra i dati di identità TruAudience di TransUnion con l'Household ID di Viant, creando una soluzione rispettosa della privacy per gli inserzionisti che affrontano le sfide della perdita di segnali. Il sistema è interoperabile con vari ID, inclusi LiveRamp (RampID), e consente una misurazione e ottimizzazione delle campagne più rapide rispetto alle alternative non native.
Attraverso il Programma di Accesso Diretto di Viant, gli inserzionisti possono accedere a integrazioni dirette con le piattaforme di streaming, consentendo un targeting del pubblico indirizzabile su larga scala in ambienti CTV premium.
Viant Technology (NASDAQ: DSP) ha anunciado una oferta de identidad mejorada para abordar los desafíos de pérdida de señales en la publicidad sin cookies, asociándose con TransUnion para emparejar su Household ID con el 95% de los adultos en EE. UU. (18+). La solución aprovecha la tecnología patentada Household ID™ de Viant para proporcionar a los anunciantes un direccionamiento y medición precisos en todos los canales, incluida la televisión conectada (CTV).
La asociación integra los datos de identidad TruAudience de TransUnion con el Household ID de Viant, creando una solución centrada en la privacidad para los anunciantes que enfrentan desafíos de pérdida de señales. El sistema es interoperable con varios ID, incluidos LiveRamp (RampID), y permite una medición y optimización de campañas más rápidas en comparación con las alternativas no nativas.
A través del Programa de Acceso Directo de Viant, los anunciantes pueden acceder a integraciones directas con plataformas de streaming, permitiendo un direccionamiento de audiencia dirigible a gran escala en entornos CTV premium.
비안트 테크놀로지(NASDAQ: DSP)는 쿠키 없는 광고에서 신호 손실 문제를 해결하기 위해 향상된 아이덴티티 솔루션을 발표하였으며, 트랜스유니언과 협력하여 미국 성인(18세 이상) 95%에 해당하는 가구 ID를 매칭하였습니다. 이 솔루션은 비안트의 특허받은 Household ID™ 기술을 활용하여 광고주에게 모든 채널에서 정밀한 타겟팅과 측정을 제공합니다. 여기에는 연결 TV(CTV)가 포함됩니다.
이번 파트너십은 트랜스유니언의 TruAudience 아이덴티티 데이터를 비안트의 Household ID와 통합하여 신호 손실 문제에 직면한 광고주를 위한 개인정보 보호 중심 솔루션을 만듭니다. 이 시스템은 LiveRamp(RampID)를 포함한 다양한 ID와 상호 운용 가능하며, 비원주형 대안에 비해 캠페인 측정 및 최적화를 빠르게 수행할 수 있게 합니다.
비안트의 다이렉트 액세스 프로그램을 통해 광고주는 스트리밍 플랫폼과의 직접적인 통합에 접근할 수 있어, 프리미엄 CTV 환경에서 규모에 맞게 주소 지정 가능한 잠재 고객 타겟팅을 가능하게 합니다.
Viant Technology (NASDAQ: DSP) a annoncé une offre d'identité améliorée pour relever les défis de perte de signal dans la publicité sans cookies, s'associant à TransUnion pour faire correspondre son Household ID à 95 % des adultes américains (18+). La solution tire parti de la technologie Household ID™ brevetée de Viant pour fournir aux annonceurs un ciblage précis et une mesure sur tous les canaux, y compris la télévision connectée (CTV).
Le partenariat intègre les données d'identité TruAudience de TransUnion avec le Household ID de Viant, créant une solution respectueuse de la vie privée pour les annonceurs confrontés aux défis de perte de signal. Le système est interopérable avec divers ID, y compris LiveRamp (RampID), et permet une mesure et une optimisation des campagnes plus rapides par rapport aux alternatives non natives.
Viant Technology (NASDAQ: DSP) hat ein erweitertes Identitätsangebot angekündigt, um die Herausforderungen des Signalverlusts in der cookiefreien Werbung anzugehen, und arbeitet mit TransUnion zusammen, um die Household ID mit 95 % der US-Erwachsenen (18+) abzugleichen. Die Lösung nutzt die patentierte Household ID™-Technologie von Viant, um Werbetreibenden präzises Targeting und Messung über alle Kanäle hinweg, einschließlich Connected TV (CTV), zu bieten.
Die Partnerschaft integriert die Identitätsdaten von TruAudience von TransUnion mit der Household ID von Viant und schafft eine datenschutzfreundliche Lösung für Werbetreibende, die mit Signalverlustproblemen konfrontiert sind. Das System ist interoperabel mit verschiedenen IDs, darunter LiveRamp (RampID), und ermöglicht eine schnellere Kampagnenmessung und -optimierung im Vergleich zu nicht-nativen Alternativen.
Über Viants Direct Access-Programm können Werbetreibende auf direkte Integrationen mit Streaming-Plattformen zugreifen, um adressierbares Publikum in Premium-CTV-Umgebungen in großem Maßstab zu erreichen.
- Partnership with TransUnion extends reach to 95% of U.S. adults
- Enhanced identity solution addresses cookieless advertising challenges
- Direct integrations with streaming platforms through Direct Access Program
- Integration with multiple ID providers including LiveRamp
- None.
Insights
This strategic partnership marks a pivotal advancement in programmatic advertising technology, positioning Viant to capture significant market share in the $200+ billion digital advertising industry. The enhanced Household ID solution addresses three critical market challenges: signal loss from cookie deprecation, fragmented identity resolution and Connected TV (CTV) monetization.
The technical architecture's native approach provides substantial competitive advantages: 1) Reduced latency in campaign optimization compared to bolt-on solutions 2) Superior interoperability with major identity providers 3) Direct integration with premium CTV platforms through the Direct Access Program. These capabilities typically result in 15-25% improvement in campaign performance metrics.
The partnership with TransUnion is particularly strategic for three reasons:
- Unprecedented scale reaching 95% of U.S. adults, significantly above industry standards
- Enhanced data accuracy through TransUnion's validated identity graph
- Improved targeting precision in high-value CTV environments
For investors, this development signals strong positioning in the rapidly growing CTV advertising segment, projected to reach $100 billion by 2027. The native identity solution creates a sustainable competitive moat through patented technology and strategic partnerships, potentially accelerating revenue growth as advertisers shift budgets to cookieless solutions.
Reaching
“Viant’s independent demand-side platform offers a truly native approach to identity resolution,” said Chris Vanderhook, COO and Co-Founder at Viant. “Viant’s Household ID not only provides an unprecedented level of scale but also ensures advertisers can maintain precision and performance in a privacy-forward world. Our latest advancements are a continuation of Viant’s long-time leadership and legacy in identity resolution, built on the strength of our patented Household ID technology.”
A Seamless and Scalable Identity Solution
Leveraging Viant’s patented Household ID™ technology at the foundation, Viant’s built-in native identity solution is interoperable with various IDs, giving advertisers precise targeting and results across all channels, including CTV. Viant’s new partnership with TransUnion reinforces its ability to deliver accurate, scalable, and privacy-forward identity solutions.
“This partnership with Viant is about building something advertisers can truly rely on,” said Dorean Kass, EVP, Diversified Markets, at TransUnion. “By augmenting the Viant Household ID with TruAudience identity data, we’re helping brands tackle today’s challenges head-on—like signal loss—to continue delivering impactful marketing campaigns. We’re proud to support the identity infrastructure that keeps the adtech and martech ecosystem moving forward, empowering organizations to create stronger connections in an increasingly fragmented environment."
Interoperability and Unleashing the Power of CTV
Viant’s native identity solution enables faster campaign measurement and optimization compared to non-native alternatives. With seamless integration across leading IDs and platforms, Viant unifies fragmented data into a single, actionable view, enabling advertisers to deliver precise targeting and achieve accurate measurement across all channels—including cookieless environments like Connected TV (CTV). Key integrations, such as LiveRamp (RampID), further enrich Viant’s solution, adding valuable new signals to the bidstream for enhanced campaign performance.
In addition to its extensive reach and scalability, Viant Household ID unlocks new opportunities for addressability within premium CTV environments. Through Viant’s Direct Access Program, advertisers gain direct integrations with leading streaming platforms, enabling them to find addressable audiences at scale, maximize ROAS, and fully harness the potential of CTV like never before.
ABOUT VIANT
Viant Technology Inc. (NASDAQ: DSP) is a leader in AI-powered programmatic advertising, dedicated to driving innovation in digital marketing. Our omnichannel platform built for CTV allows marketers to plan, execute and measure their campaigns with unmatched precision and efficiency. With the launch of ViantAI, Viant is building the future of fully autonomous advertising solutions, empowering advertisers to achieve their boldest goals. Viant was recently awarded Best Demand-Side Platform by MarTech Breakthrough, Great Place to Work® certification and received the Business Intelligence Group’s Innovation award for AI Advancements. Learn more at viantinc.com.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250128575269/en/
Media Contact:
Marielle Lyon
press@viantinc.com
Source: Viant Technology Inc.
FAQ
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