The offering is designed to help marketers that don’t have their own first-party data sets build their own audience segments, match and target using Viant’s registered user base. The base links back to 113 million households, and 550 million devices in the U.S.
Time Inc. and Time Inc. advertisers will have access to all of these data sets and capabilities as well. Viant enabled its platform across all Time Inc. properties as of last week.
“For marketers that don’t have their own customer data or don't have customer data at scale, Viant’s people-based advertising platform enables them to build and activate specific audiences based on offline and online behaviors,” Tim Vanderhook, Viant co-founder & CEO, told Real-Time Daily via email.
Vanderhook believes that the partner integrations will move Viant beyond individuals and their devices onto factors like previous purchase behavior, vehicle ownership, political affiliation, TV viewing behavior, credit-worthiness and more. “We also offer our clients the flexibility to have the Viant Advertising Cloud set up as either self-service programmatic, or as a fully managed service,” Vanderhook said.