In a significant move for digital advertising, Viant Technology Inc. (NASDAQ: DSP) announced the launch of its Certified Partner Program on November 19, 2024, in Irvine, California. The program aims to enhance data performance, fidelity, and transparency within its Demand-Side Platform (DSP) through collaborations with five premier data and measurement companies. This strategic initiative addresses who (Viant and its partners), what (the Certified Partner Program), where (within its DSP platform), when (November 19, 2024), why (to improve targeting and measurement), and how (through certified partnerships).
The inaugural partners in this program include industry leaders Adstra, Circana, Experian, TransUnion, and Wiland. According to Tom Wolfe, Senior Vice President of Business Development at Viant Technology, these companies were carefully selected based on their alignment with Viant's core principles of data fidelity, interoperability, privacy compliance, and customer-first approaches.
The program's launch comes at a crucial time in the digital advertising landscape, particularly as Connected TV (CTV) continues to demonstrate significant impact on advertising performance. Data from Circana's Customer Optimization Advanced Report reveals compelling evidence of CTV's effectiveness. During the first half of 2024, campaigns that incorporated CTV achieved a remarkable 12.89% conversion rate, substantially outperforming non-CTV campaigns, which averaged 2.5%.
The Certified Partner Program operates as an integrated solution within Viant's DSP, leveraging the company's proprietary Viant Household ID™ technology. This integration enables advertisers to access advanced capabilities directly through the platform, streamlining the process of implementing sophisticated targeting and measurement solutions.
Amy Marentic, President of Global Solutions at Circana, emphasized the significance of their participation in the program. According to Marentic, Circana's contribution of retailer membership loyalty program data provides deterministic conversion reporting, helping validate and optimize integrated marketing efforts. This capability has proven particularly valuable in demonstrating CTV's effectiveness as a comprehensive advertising solution across all stages of the marketing funnel.
Viant's technological infrastructure supports this partnership initiative through its AI-powered programmatic advertising platform. The company has recently received recognition for its innovations, including the Best Demand-Side Platform award from MarTech Breakthrough and the Business Intelligence Group's Innovation award for AI Advancements.
The partnership program addresses several critical aspects of modern digital advertising:
Data Quality and Transparency
- Integration of verified data sources from certified partners
- Enhanced visibility into campaign performance metrics
- Standardized measurement protocols across partners
Identity Resolution
- Utilization of Viant Household ID™ technology
- Cross-channel tracking capabilities
- Privacy-compliant targeting solutions
Performance Optimization
- Advanced analytics and reporting features
- Real-time campaign adjustment capabilities
- Multi-channel attribution modeling
Connected TV Focus
- Specialized measurement tools for CTV campaigns
- Integration with traditional advertising channels
- Enhanced targeting capabilities for streaming platforms
Key Facts
- Program Launch Date: November 19, 2024
- Initial Partners: Adstra, Circana, Experian, TransUnion, Wiland
- CTV Campaign Conversion Rate: 12.89% (H1 2024)
- Non-CTV Campaign Conversion Rate: 2.5% (H1 2024)
- Stock Symbol: NASDAQ: DSP
- Location: Irvine, California
Key Statistics
- 5 inaugural certified partners
- 412.4% higher conversion rate for CTV-integrated campaigns
- 2 recent industry awards for technological innovation
- Multiple data verification protocols implemented
- Cross-platform measurement capabilities across all major advertising channels