Viant Enables Google Cloud’s BigQuery Data Clean Rooms Connection
Viant Technology (NASDAQ: DSP), a prominent advertising tech firm, announced a new integration with Google Cloud's BigQuery data clean rooms. This partnership allows seamless onboarding of privacy-safe first-party data from Google Cloud into the Viant Data Platform (VDP). Viant data, now available within Google Cloud's data clean rooms, enhances targeting and measurement capabilities on Viant's Demand-Side Platform (DSP). As an early adopter of Google Cloud’s BigQuery data clean rooms, Viant ensures secure data at scale, enabling advertisers to execute precise media campaigns and achieve closed-loop measurement. This collaboration positions Viant among the first DSPs to integrate with Google Cloud’s BigQuery data clean rooms, fostering advanced data activation in programmatic advertising. The partnership aims to address the growing demand for privacy-safe data solutions as third-party cookies phase out, solidifying Viant's position at the forefront of the industry.
- Viant's integration with Google Cloud's BigQuery data clean rooms enhances the company's targeting and measurement capabilities.
- The partnership ensures privacy-safe data at scale, fostering precise media campaigns and closed-loop measurement.
- Being an early adopter positions Viant as a leader in advanced data activation capabilities within programmatic advertising.
- This collaboration strengthens Viant’s data platform and DSP for a post-cookie future, addressing the demand for reliable first-party data solutions.
- The PR does not mention any immediate financial gains or revenue impact from the integration.
- There is no specific data or figures provided to quantify the benefits of the partnership.
- Potential risks associated with relying on Google Cloud’s infrastructure are not addressed.
Insights
The integration between Viant Technology and Google Cloud’s BigQuery data clean rooms represents a significant advancement in the field of advertising technology. By leveraging BigQuery, Viant ensures that first-party data can be utilized in a privacy-safe manner. This is especially important as the industry moves away from third-party cookies, which have been the backbone of digital advertising for years.
From a technical perspective, the seamless onboarding of data from Google Cloud into the Viant Data Platform (VDP) enhances both targeting and measurement capabilities. This collaboration positions Viant uniquely among its peers, potentially offering a competitive edge in terms of data accuracy and privacy compliance. The integration also promises full interoperability within the Google Cloud environment, which can streamline operations for advertisers.
Furthermore, the move to privacy-safe data solutions aligns with broader trends in data governance and regulatory compliance, positioning Viant well for future industry developments.
From a financial perspective, this partnership could bolster Viant's market position significantly. Advertisers are increasingly seeking privacy-compliant ways to utilize first-party data and Viant's early adoption of Google Cloud’s BigQuery data clean rooms places it at the cutting edge of this demand. This strategic move could attract new clients and retain existing ones, driving revenue growth.
Additionally, as third-party cookies phase out, advertisers will need robust alternatives for targeting and measurement. Viant’s integration with Google Cloud’s BigQuery data clean rooms provides a viable solution, potentially leading to increased platform usage and higher transaction volumes on Viant’s DSP.
In the short term, investors might see an increase in operating expenses due to the integration process, but the long-term benefits, including enhanced customer trust and potential market share gains, could outweigh these initial costs.
From a market research standpoint, this partnership is timely and relevant. The digital advertising landscape is under constant evolution, especially with the impending obsolescence of third-party cookies. Viant’s proactive approach to integrate with Google Cloud’s BigQuery data clean rooms reflects a keen understanding of market needs and regulatory trends.
The focus on privacy-safe, first-party data solutions addresses a significant pain point for advertisers. By ensuring data integrity and compliance, Viant can position itself as a reliable partner in the complex ad tech ecosystem. This could lead to higher adoption rates among advertisers who are increasingly focused on privacy and data security.
Moreover, this move could have a ripple effect, influencing other players in the industry to adopt similar privacy-first strategies, thereby setting new standards for data privacy and operational efficiency in programmatic advertising.
Ensures Privacy-Safe Data for Advertisers
As an early adopter during the general availability phase of Google Cloud’s BigQuery data clean rooms, Viant data is now available as a service within Google Cloud data clean room environments. This integration ensures secure, privacy-safe data at scale, allowing advertisers to execute precise media campaigns and achieve closed-loop measurement across the Viant DSP, guaranteeing full interoperability. This partnership positions Viant as one of the first DSPs to enable a connection with Google Cloud’s BigQuery data clean rooms, paving the way for advanced data activation capabilities in programmatic advertising.
"In the current landscape, the importance of providing privacy-forward first-party data solutions for advertisers cannot be overstated," stated Dustin Kwan, Chief Product Officer at Viant. "Our partnership with Google Cloud not only extends Viant capabilities for a post-cookie future but also keeps our data platform and DSP at the forefront of the industry, delivering solutions that respect user privacy while enhancing ad targeting and measurement capabilities."
With the digital advertising landscape rapidly evolving and third-party cookies on the brink of obsolescence, the demand for reliable, privacy-safe data solutions has never been higher. Viant's partnership with Google Cloud’s BigQuery data clean rooms sets new standards for data privacy and operational efficiency, enabling first-party data matching and measurement through execution in the Viant DSP alongside the cookieless Viant Household ID.
ABOUT VIANT
For over 25 years, Viant® (NASDAQ: DSP) has been a leader in technology innovation for advertisers. As one of very few enterprise-grade Demand Side Platforms delivering omnichannel digital advertising, Viant is driving industry growth through connected television (CTV), advanced identity solutions and the development of AI tools to transform the vision of Autonomous Advertising into reality. Through the Adtricity® sustainability program, Viant has brought solutions to market that chart a more sustainable future for digital advertising. Headquartered in
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Media Contact:
Marielle Lyon
press@viantinc.com
Google
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Source: Viant Technology Inc.
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