Viant Technology Announces Acquisition of Lockr
Viant Technology (NASDAQ: DSP) has announced the acquisition of Lockr, a first-party data collaboration platform. The strategic move aims to enhance addressability in open internet advertising. Lockr's platform enables content owners to collect, enrich, and activate first-party data while simplifying data integrations for publishers.
Keith Petri will continue as Lockr's CEO, bringing 15 years of AdTech industry expertise. The acquisition is expected to accelerate the adoption of Viant's Household ID and IRIS_ID technologies, while helping publishers offer addressable advertising solutions as an alternative to walled gardens.
Key benefits of the acquisition include:
- Reduced time and resources needed for publisher data integrations
- Enhanced first-party data application in bid-stream signals
- Improved programmatic ecosystem addressability
- Open access to alternative identifiers across the ecosystem
Viant Technology (NASDAQ: DSP) ha annunciato l'acquisizione di Lockr, una piattaforma di collaborazione per dati di prima parte. Questa mossa strategica mira a migliorare l'indirizzabilità nella pubblicità su internet aperto. La piattaforma di Lockr consente ai proprietari di contenuti di raccogliere, arricchire e attivare dati di prima parte, semplificando al contempo le integrazioni dei dati per gli editori.
Keith Petri continuerà come CEO di Lockr, portando con sé 15 anni di esperienza nel settore AdTech. Si prevede che l'acquisizione accelererà l'adozione delle tecnologie Household ID e IRIS_ID di Viant, aiutando gli editori a offrire soluzioni pubblicitarie indirizzabili come alternativa ai giardini recintati.
I principali vantaggi dell'acquisizione includono:
- Riduzione del tempo e delle risorse necessarie per le integrazioni dei dati degli editori
- Miglioramento dell'applicazione dei dati di prima parte nei segnali di offerta
- Indirizzabilità migliorata nell'ecosistema programmatico
- Accesso aperto a identificatori alternativi in tutto l'ecosistema
Viant Technology (NASDAQ: DSP) ha anunciado la adquisición de Lockr, una plataforma de colaboración de datos de primera parte. Este movimiento estratégico tiene como objetivo mejorar la capacidad de direccionamiento en la publicidad en internet abierto. La plataforma de Lockr permite a los propietarios de contenido recopilar, enriquecer y activar datos de primera parte, simplificando al mismo tiempo las integraciones de datos para los editores.
Keith Petri continuará como CEO de Lockr, aportando 15 años de experiencia en la industria de AdTech. Se espera que la adquisición acelere la adopción de las tecnologías Household ID e IRIS_ID de Viant, ayudando a los editores a ofrecer soluciones publicitarias direccionables como alternativa a los jardines cerrados.
Los principales beneficios de la adquisición incluyen:
- Reducción del tiempo y recursos necesarios para las integraciones de datos de los editores
- Mejora de la aplicación de datos de primera parte en las señales de oferta
- Mejor dirección en el ecosistema programático
- Acceso abierto a identificadores alternativos en todo el ecosistema
비안트 테크놀로지 (NASDAQ: DSP)는 록르를 인수했다고 발표했습니다. 이는 1차 데이터 협업 플랫폼입니다. 이 전략적 움직임은 개방형 인터넷 광고에서의 타겟팅 능력을 향상시키는 것을 목표로 합니다. 록르의 플랫폼은 콘텐츠 소유자가 1차 데이터를 수집, 강화 및 활성화할 수 있도록 하며, 출판사를 위한 데이터 통합을 간소화합니다.
키스 페트리는 록르의 CEO로 계속 활동하며, 광고 기술 산업에서 15년의 전문성을 가지고 있습니다. 이 인수는 비안트의 Household ID 및 IRIS_ID 기술의 채택을 가속화할 것으로 예상되며, 출판사가 폐쇄된 정원에 대한 대안으로 주소 지정 가능한 광고 솔루션을 제공하는 데 도움을 줄 것입니다.
인수의 주요 이점은 다음과 같습니다:
- 출판사 데이터 통합에 필요한 시간과 자원 감소
- 입찰 신호에서 1차 데이터 활용 향상
- 프로그램 광고 생태계의 타겟팅 능력 개선
- 생태계 전반에 걸쳐 대체 식별자에 대한 개방형 접근
Viant Technology (NASDAQ: DSP) a annoncé l'acquisition de Lockr, une plateforme de collaboration de données de première main. Ce mouvement stratégique vise à améliorer l'adressabilité dans la publicité sur Internet ouvert. La plateforme de Lockr permet aux propriétaires de contenu de collecter, d'enrichir et d'activer des données de première main, tout en simplifiant les intégrations de données pour les éditeurs.
Keith Petri continuera en tant que PDG de Lockr, apportant 15 ans d'expertise dans le secteur de l'AdTech. On s'attend à ce que l'acquisition accélère l'adoption des technologies Household ID et IRIS_ID de Viant, tout en aidant les éditeurs à offrir des solutions publicitaires adressables en alternative aux jardins clos.
Les principaux avantages de l'acquisition comprennent:
- Réduction du temps et des ressources nécessaires pour les intégrations de données des éditeurs
- Amélioration de l'application des données de première main dans les signaux d'enchères
- Amélioration de l'adressabilité dans l'écosystème programmatique
- Accès ouvert à des identifiants alternatifs dans tout l'écosystème
Viant Technology (NASDAQ: DSP) hat die Übernahme von Lockr angekündigt, einer Plattform für die Zusammenarbeit mit Erster-Hand-Daten. Dieser strategische Schritt zielt darauf ab, die Adressierbarkeit in der offenen Internetwerbung zu verbessern. Die Plattform von Lockr ermöglicht es Inhaltsanbietern, Erster-Hand-Daten zu sammeln, zu bereichern und zu aktivieren, während die Datenintegrationen für Verlage vereinfacht werden.
Keith Petri wird weiterhin als CEO von Lockr tätig sein und bringt 15 Jahre Erfahrung in der AdTech-Branche mit. Es wird erwartet, dass die Übernahme die Akzeptanz der Household ID und IRIS_ID Technologien von Viant beschleunigt und Verlagen hilft, adressierbare Werbelösungen als Alternative zu geschlossenen Systemen anzubieten.
Die wichtigsten Vorteile der Übernahme sind:
- Reduzierung der benötigten Zeit und Ressourcen für die Datenintegrationen der Verlage
- Verbesserte Anwendung von Erster-Hand-Daten in Gebotsströmen
- Verbesserte Adressierbarkeit im programmgesteuerten Ökosystem
- Offener Zugang zu alternativen Identifikatoren im gesamten Ökosystem
- Strategic acquisition enhances addressability capabilities
- Reduces technical integration complexity for publishers
- Accelerates adoption of Viant's identity solutions
- Expands first-party data capabilities
- None.
Insights
Viant Technology's acquisition of Lockr represents a strategic expansion in the programmatic advertising space with significant implications for the company's competitive positioning. The acquisition directly addresses the industry's shift away from third-party cookies by enhancing Viant's first-party data capabilities – a critical advantage as privacy regulations tighten globally.
While financial terms remain undisclosed, this acquisition appears focused on technology capabilities rather than immediate revenue contribution. Lockr's platform solves a key friction point by reducing the engineering resources and time required for publisher data integrations. This efficiency enhancement could accelerate adoption of Viant's identity solutions (Household ID and IRIS_ID) across the digital advertising ecosystem.
Strategically, this positions Viant more favorably against both walled gardens (Google, Meta) and ad tech competitors by strengthening its addressability solutions. The decision to maintain Lockr as an open platform compatible with other identity solutions is particularly noteworthy, suggesting Viant is prioritizing ecosystem growth and market share over a closed, proprietary approach.
By retaining Lockr's CEO Keith Petri, Viant preserves domain expertise while gaining his 15 years of data management experience. This acquisition reflects Viant's commitment to expanding its technical capabilities in CTV and AI-powered programmatic advertising while addressing the industry's pressing need for privacy-compliant targeting solutions.
Viant’s Strategic Acquisition Expected to Advance Addressability in the Open Internet
Viant Technology Announces Acquisition of Lockr (Graphic: Business Wire)
“Addressability is the future of advertising and Viant’s acquisition of Lockr is expected to accelerate its arrival across the programmatic ecosystem, ” said Tim Vanderhook, CEO of Viant Technology. “The company’s founder, Keith Petri, is a well known leader in the AdTech industry, having spent 15 years dedicated to advances in data management. Keith’s trusted expertise aligns seamlessly with our vision for the future. Similar to IRIS_ID, we plan to make Lockr’s solutions open to the entire ecosystem including other alternative identifiers, as Viant is committed to helping the broader open internet succeed.”
Publishers and content owners who partner with Lockr can integrate their first-party data seamlessly and enable a number of alternative ID partners in the programmatic ecosystem. Without Lockr, data integrations with publishers typically require significant engineering resources, software deployment, and maintenance. Lockr significantly reduces the time and resources needed for data integrations, helping publishers accelerate their advertising business by leveraging first-party data.
What’s more, Lockr enables the application of first-party data as a signal in the bid-stream, propagating the addressability of ad campaigns. Viant’s acquisition of Lockr is expected to accelerate industry adoption of both Viant’s Household ID and IRIS_ID while helping publishers offer addressable advertising solutions as an alternative to walled gardens.
“We are excited to join the Viant team,” said Keith Petri, Founder and CEO of Lockr. “Tim and Chris Vanderhook have been leaders in digital advertising for 25+ years and are proven visionaries on the most critical topics facing the industry right now, including: CTV, AI innovation, identity and measurement. I am confident that the combination of Viant and Lockr is sure to accelerate innovation and deliver impactful client solutions.”
Viant management will discuss the acquisition on Viant’s fourth quarter 2024 earnings webcast, held today at 2 pm Pacific Time (5:00 p.m. Eastern Time). Interested parties may access the webcast through Viant's investor relations website at https://investors.viantinc.com.
ABOUT VIANT TECHNOLOGY
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 Connected TV (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, recognized as a Great Place to Work®, and received the Business Intelligence Group’s Innovation Award for AI Advancements.
ABOUT LOCKR
Lockr delivers the essential infrastructure for first-party data collection, enrichment, and activation. Its Audience Integration Manager (AIM) empowers publishers, advertisers, and retailers to efficiently manage data flows, maximize audience engagement, and drive measurable results.
Forward-Looking Statements
This press release contains “forward-looking statements” within the meaning of the safe harbor provisions of the
Forward-looking statements include, without limitation, any statement that may predict, forecast, indicate or imply future results, performance or achievements, and may contain words such as “guidance,” “believe,” “expect,” “estimate,” “project,” “plan,” “will,” or words or phrases with similar meaning.
Forward-looking statements should not be read as a guarantee of future performance or results and will not necessarily be accurate indications of the times at, or by, which such performance or results will be achieved, if at all. Forward-looking statements contained in this press release relate to, among other things, benefits from Viant's acquisition of Lockr to Viant’s business and financial results. Forward-looking statements are based on current expectations, forecasts and assumptions that involve risks and uncertainties, including, but not limited to, the market for programmatic advertising developing slower or differently than Viant’s expectations, the demands and expectations of customers, the ability to attract and retain customers, the impact of information and data privacy trends and regulations on our business and competitors and other economic, competitive, governmental and technological factors outside of our control, that may cause our business, strategy or actual results to differ materially from the forward-looking statements. Investors are referred to our filings with the SEC, including our Annual Report on Form 10-K and subsequent Quarterly Reports on Form 10-Q, for additional information regarding the risks and uncertainties that may cause actual results to differ materially from those expressed in any forward-looking statement. We do not intend and undertake no obligation to update any forward-looking statements, whether as a result of new information, future events or otherwise, except as may be required by applicable law.
View source version on businesswire.com: https://www.businesswire.com/news/home/20250303152927/en/
Media Contact:
Marielle Lyon
press@viantinc.com
Source: Viant Technology Inc.
FAQ
What is the strategic importance of Viant's (DSP) acquisition of Lockr?
How will Lockr's technology benefit publishers partnering with Viant (DSP)?
What role will Keith Petri play in Viant (DSP) after the Lockr acquisition?
How does the Lockr acquisition impact Viant's (DSP) identity solutions?
