Viant Bolsters Audience Targeting And Segmentation Capabilities With New Deterministic Partner Integrations

Viant, a Time Inc. ad-tech company, on Tuesday announced it’s beefing up the data available within its Identity Management Platform (IMP) which is part of the Viant Advertising Cloud. The new offering will focus on improving advertising effectiveness by using registered users, not cookies. This move will enable marketers to target and segment specific audiences using Viant’s first-party data in conjunction with data sets from Experian, Neustar and Nielsen Catalina Solutions.

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. 

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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.

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