TransUnion partnership enables Viant to match 95% of US adult identities

Viant Technology Inc. (NASDAQ: DSP) announced on January 28, 2025, its enhanced identity offering through a strategic partnership with TransUnion. This development addresses critical challenges in the advertising technology sector, particularly concerning signal loss in cookieless environments.

The collaboration integrates TransUnion's TruAudience identity data with Viant's patented Household ID technology, enabling advertisers to match and reach 95% of U.S. adults aged 18 and above. According to Chris Vanderhook, COO and Co-Founder at Viant, this integration provides unprecedented scale while maintaining precision in a privacy-forward environment.

TransUnion's Executive Vice President of Diversified Markets, Dorean Kass, emphasized the partnership's focus on reliability. "By augmenting the Viant Household ID with TruAudience identity data, we're helping brands tackle today's challenges head-on—like signal loss—to continue delivering impactful marketing campaigns," Kass stated.

The technical infrastructure of this partnership centers on Viant's native identity solution, which facilitates interoperability with various identification systems. This integration allows for faster campaign measurement and optimization compared to non-native alternatives. The system unifies fragmented data into a single, actionable view, enabling precise targeting across all channels, including cookieless environments such as Connected TV (CTV).

The partnership introduces several technical capabilities. The solution incorporates RampID through LiveRamp integration, adding new signals to the bidstream for enhanced campaign performance. Through Viant's Direct Access Program, advertisers gain direct integrations with streaming platforms, enabling them to locate addressable audiences at scale.

TruAudience, incorporating Neustar Marketing Solutions, provides the foundation for this enhanced capability. The system delivers an end-to-end suite of privacy-enhanced identity resolution, data enrichment, audience targeting, and advanced analytics solutions. This integration enables data collaboration across five key areas: identity, audiences, activation, analytics, and data collaboration.

The solution addresses three primary challenges in contemporary digital advertising. First, it helps organizations structure their data operations by powering first-, second-, and third-party data strategies with industry-leading consumer identity data and machine learning capabilities. Second, it enables advanced targeting and measurement through integrated identity-powered audience creation, syndication, and analytics solutions. Third, it adapts to privacy regulations while maintaining data-driven marketing capabilities.

This development arrives at a critical juncture for the advertising technology sector. The partnership between Viant and TransUnion represents a significant advancement in identity resolution technology, providing a solution that maintains effectiveness while adhering to privacy requirements.

Viant Technology Inc., listed on NASDAQ under the symbol DSP, continues to expand its AI-powered programmatic advertising capabilities. The company recently received recognition as Best Demand-Side Platform by MarTech Breakthrough and obtained Great Place to Work certification. These developments indicate ongoing innovation in the digital marketing sector, particularly in addressing the challenges of identity resolution and privacy compliance.

The technical implementation includes comprehensive data connections and a privacy-enhanced approach, leveraging TransUnion's unique data assets and unified identity graph. This infrastructure enables secure data collaboration for privacy-first marketing while measuring and improving marketing ROI across channels and tactics.