Viant Launches Identity-Based Cookieless Measurement Solution

Rhea-AI Summary

Viant Technology Inc. (NASDAQ: DSP) has expanded its Adelphic® advertising software to include 'Conversion Lift,' a new identity-based measurement tool designed to enhance advertising performance insights in a cookieless environment. This solution addresses the challenges of third-party cookie measurement, particularly noting that 72% of conversions occur on different devices from where the ad was seen. Conversion Lift utilizes Viant's Household ID to incorporate actual conversion data, helping brands measure marketing effectiveness more accurately.

Positive

• Launch of 'Conversion Lift' enhances measurement accuracy for advertisers.
• Addresses key challenges in cookie-based measurement by offering identity-based insights.
• Utilizes Viant's Household ID, linking conversion data across devices effectively.

Negative

• None.

Viant Technology Inc. (NASDAQ: DSP), a leading people-based advertising software company, today announced the expansion of Adelphic® advertising software’s suite of campaign performance and measurement tools to include ‘Conversion Lift,’ an identity-based measurement solution that provides a more accurate and all-encompassing view of advertising performance in the absence of third-party cookies.

Viant’s proprietary approach addresses several third-party cookies measurement challenges facing today’s marketers.

1. 72% of all conversions happen on a separate device from where the ad occurred¹
2. Channels, such as CTV and some browsers and mobile apps are already in cookieless environments

“The guessing game is over - we’re able to fulfill the gap of insights that third-party cookies were causing, “said Chad Kehoe, Digital Director, ESB Advertising. “Through Conversion Lift, we can clearly see the path to conversion within Adelphic advertising software, enabling us to measure upper-funnel marketing tactics against real tangible conversion metrics."

The proprietary technique behind Conversion Lift leverages Viant’s people-based data framework and Viant’s Household ID, a persistent, device-agnostic identifier to incorporate actual conversion data into measurement, empowering brands and agencies with insights about exactly how their marketing investments are contributing to their bottom line.

“At Viant, we’re committed to helping brands and agencies navigate the cookieless world, “said Steven Ohrnstein, Senior Vice President of Platform Automation & Analytics, Viant. “Conversion Lift overcomes the pitfalls of cookie-based measurement, providing marketers with a clear picture of performance compared to the traditional same-device conversions that are ubiquitous across other demand-side platforms today.”

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 is combined with access to more than 280,000 audience attributes from more than 70 people-based data partners. Viant is an AdAge 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.

¹ Viant Internal Data, Based on aggregated results across Adelphic Advertising Software

View source version on businesswire.com: https://www.businesswire.com/news/home/20210727005443/en/

FAQ

What is Viant Technology's new product 'Conversion Lift'?

Conversion Lift is an identity-based measurement tool included in Viant's Adelphic® software that enhances advertising performance insights in a cookieless environment.

How does 'Conversion Lift' improve advertising measurement for DSP?

'Conversion Lift' provides more accurate insights into advertising performance by addressing third-party cookie challenges, particularly tracking conversions across multiple devices.

What percentage of conversions occur on different devices according to Viant?

Viant reports that 72% of all conversions happen on a separate device from where the ad was seen.

Why is 'Conversion Lift' significant for advertisers?

'Conversion Lift' allows advertisers to measure the effectiveness of upper-funnel marketing tactics against actual conversion metrics, enhancing their marketing strategies.