Viant Technology Inc. (NASDAQ: DSP) has taken a major leap in redefining data-driven advertising with the launch of its Certified Partner Program. This program introduces partnerships with five renowned companies to boost data performance, accuracy, and transparency within its Demand-Side Platform (DSP). With a strong emphasis on Connected TV (CTV), Viant is leveraging its proprietary Viant Household ID™ to ensure superior omnichannel performance for advertisers.
Enhancing Advertiser Capabilities through Strategic Partnerships
The Certified Partner Program is designed to seamlessly integrate the capabilities of leading data and measurement companies into the Viant DSP. The inaugural partners—Adstra, Circana, Experian, TransUnion, and Wiland—bring expertise that aligns with Viant’s core values: data fidelity, privacy compliance, interoperability, and a customer-centric approach.
“By collaborating with industry leaders who share our commitment to data quality, we can offer advertisers a more refined and effective approach to targeting and measurement,” said Tom Wolfe, SVP of Business Development at Viant Technology.
Key Goals of the Program
- Improved Data Fidelity: Ensuring that advertisers have access to the most accurate and reliable data for targeting.
- Privacy Compliance: Prioritizing consumer privacy while maintaining high-performance advertising standards.
- Seamless Interoperability: Enabling advertisers to integrate and utilize partner capabilities within Viant’s platform.
- Enhanced Campaign Performance: Delivering measurable results through advanced analytics and refined targeting.
The Role of Certified Partners
Circana: Driving Performance Insights
Circana, one of the Certified Partners, has provided valuable insights demonstrating the power of CTV. Their Customer Optimization Advanced Report revealed that campaigns incorporating CTV achieved a remarkable conversion rate of 12.89% in the first half of 2024, significantly outperforming the 2.5% rate of non-CTV campaigns.
Circana’s President of Global Solutions, Amy Marentic, highlighted the importance of deterministic conversion reporting in validating and optimizing integrated marketing efforts. “Our data underscores the role of CTV as a powerful full-funnel solution driving measurable success,” she said.
Experian and TransUnion: Elevating Identity Resolution
Experian and TransUnion bring robust identity resolution capabilities, enabling advertisers to accurately connect with their target audiences across channels. These partnerships enhance the effectiveness of Viant’s Household ID™, ensuring high-impact, privacy-compliant advertising.
Adstra and Wiland: Pioneering Customer Data Integration
Adstra and Wiland specialize in integrating consumer data with advertising strategies. Their collaboration with Viant ensures advertisers benefit from advanced data-driven insights, delivering more personalized and impactful campaigns.
Connected TV: The Future of Advertising
CTV’s Full-Funnel Impact
Connected TV is quickly emerging as a dominant force in digital advertising, and Viant’s Certified Partner Program emphasizes its significance. The program’s results already demonstrate that CTV integration drives higher engagement and conversions, making it a critical tool for advertisers aiming to reach modern audiences.
Viant’s Leadership in CTV Advertising
With the Viant Household ID™, advertisers can achieve unmatched precision in targeting CTV viewers. This focus allows for creating holistic campaigns that blend top-of-the-funnel awareness with bottom-of-the-funnel conversions.
Advertiser Benefits: Why the Certified Partner Program Stands Out
Data-Driven Decision-Making
By integrating with top-tier data providers, Viant ensures advertisers have access to high-quality, actionable insights that drive campaign success.
Improved Transparency
The program enhances transparency in targeting and measurement, allowing advertisers to understand the impact of their campaigns more clearly.
Omnichannel Performance Optimization
Viant’s platform facilitates seamless performance optimization across multiple channels, ensuring advertisers can engage their audience wherever they are.
Industry Reactions and Future Prospects
The launch of the Certified Partner Program has received positive feedback from industry leaders. Amy Marentic of Circana described the program as a validation of data quality’s importance in achieving marketing success.
As the advertising landscape continues to evolve, Viant’s partnerships signal a proactive approach to addressing emerging challenges. By focusing on CTV and advanced data capabilities, Viant is positioning itself as a leader in the next era of advertising innovation.
Conclusion: Redefining Advertising Excellence
Viant’s Certified Partner Program is more than just a collaboration—it’s a strategic initiative to enhance how advertisers approach targeting and measurement in today’s complex digital ecosystem. With its focus on CTV, privacy compliance, and data fidelity, the program sets new standards for campaign performance and advertiser satisfaction.
Whether you’re an advertiser seeking to optimize your omnichannel strategy or looking to explore the transformative potential of Connected TV, Viant’s Certified Partner Program offers a pathway to unparalleled results.