• by Ray Schultz , January 30, 2025

A new identity-resolution capability is being offered to advertisers via an expanded partnership between Viant and TransUnion.

Thanks to this arrangement, Viant’s Household ID can now identify 95% of U.S. adults, the company says.

The goal is to “maintain precision and performance in a privacy-forward world,” says Chris Vanderhook, co-founder and chief operating officer of Viant, a demand-side platform. 

The partnership also combats signal loss and fragmentation in a cookieless landscape, Viant says. 

Household ID is a native identity solution that supports targeting across all channels in the bidstream, including CTV, Viant adds. It is interoperable with various other IDs.

TransUnion’s TruAudience offers a suite of identity resolution, data enrichment, audience targeting and analytics tools that stress privacy first, TransUnion says. 

The combination of Household ID and TrueAudience identity data can help brands tackle several challenges, says Dorean Kass, executive vice president, diversified markets, at TransUnion. 

Household ID also features integrations with solutions such as LiveRamp (RampID).