Viant Bolsters Data Platform with AI
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The enhancement of Viant Technology Inc.'s Data Platform with AI-based tools is a significant development in the advertising technology sector. As digital identifiers diminish, the ability to target audiences and measure advertising performance becomes more challenging. The introduction of these tools aims to provide a solution by enabling privacy-centric and reliable signals for advertisers. The reported 40% increase in ROAS for ESB Advertising, after using Viant's Data Platform, underscores the potential effectiveness of these enhancements.
From a market research perspective, Viant's move is timely as it aligns with the industry's shift towards data privacy and the need for alternative targeting methods post-cookie era. The adoption of AI and clean room technologies indicates a strategic pivot to maintain competitiveness in the market. This could potentially lead to increased market share and higher customer retention rates for Viant, as advertisers seek out robust platforms that can navigate the new advertising landscape.
The introduction of AI-based tools in Viant's Data Platform signals the company's commitment to innovation and could have a positive impact on their financial performance. The reported increase in client ROAS by 40% is a strong indicator of the platform's value proposition. If such results are consistently replicated across Viant's clientele, it could lead to an increase in user adoption and subsequently, revenue growth.
Investors should monitor the adoption rate of Viant's new tools and services as well as the company's ability to monetize these enhancements. It would be important to analyze future financial statements for growth in revenue and margins as direct indicators of the success of these AI enhancements. Additionally, evaluating the company's R&D expenses could provide insights into the sustainability of its innovation trajectory.
The emphasis on privacy-centric advertising solutions is a response to the growing concerns around data privacy and the regulatory environment, such as GDPR and CCPA. Viant's approach to leverage AI for privacy-centric advertising indicates an awareness of the evolving landscape and a proactive stance in addressing these concerns.
For stakeholders, the long-term implications of adopting such technologies could be substantial. The ability to maintain user trust while delivering targeted advertising is a delicate balance and Viant's technology could become a benchmark in the industry if it proves to be effective. It will be important to assess how these tools align with global data privacy standards and whether they can withstand scrutiny from regulators and the public.
ESB Advertising Among Agencies Already Driving Results
The advertising industry is at an inflection point, where digital identifiers continue to diminish making audience targeting and measurement increasingly more difficult. The challenge for advertisers is capturing a holistic understanding of their advertising performance and investment. To solve for these challenges, Viant has amplified the capabilities of its Data Platform including new innovations like Chat with Data that allow advertisers to apply generative AI technology to more easily analyze campaign performance and understand important KPIs like ROAS. One independent agency that used Viant’s Data Platform, ESB Advertising, recently saw an increase in ROAS by
“ESB Advertising's partnership with Viant's omnichannel DSP and Data Platform has been instrumental to our success. Their programmatic focus, intuitive software, and personalized support have consistently delivered outstanding results. Viant's data-driven approach has allowed us to leverage valuable insights to improve Return on Ad Spend (ROAS) for our clients, making our collaboration all the more impactful,” said Eiman Bassam, CEO, ESB Advertising.
This AI technology adds more power to Viant’s DSP with Data Platform, a DSP tech infrastructure that processes data where programmatic advertisers and marketers can easily onboard customer data platforms with clean rooms and generate insights.
“As a programmatic advertising technology leader, we’re excited to release innovative AI solutions that help solve for third-party signal loss for our customers. Our latest Data Platform enhancements are another example of the agility of the Viant platform. We are passionate about providing new ways for advertisers to address key industry challenges, while empowering marketers and agencies to unleash the full potential of data-driven marketing,” said Dustin Kwan, Chief Product Officer, Viant.
ABOUT VIANT
Viant® (NASDAQ: DSP) is a leading people-based, advertising technology company that enables marketers to plan, execute and measure omnichannel ad campaigns through a cloud-based platform. Viant’s self-service Demand Side Platform powers programmatic advertising across Connected TV, Linear TV, mobile, desktop, audio, gaming and digital out-of-home channels. As an organization committed to sustainability, Viant’s Adricity® carbon reduction program helps clients achieve their sustainability goals. In the past year, Viant was recognized by G2 as a Leader in the DSP category and as the Best Software in Marketing & Advertising, earned Great Place to Work® certification, and became a founding member of Ad Net Zero. Viant’s Co-Founders Tim and Chris Vanderhook are also past recipients of EY’s Entrepreneurs of the Year award. To learn more, please visit viantinc.com.
ABOUT ESB ADVERTISING
ESB Advertising is a leading digital marketing agency that provides customized advertising solutions across various industries. ESB's expertise in PPC, SEO, social media, programmatic advertising, and traditional media planning is powered by a data-first approach, ensuring tailored, impactful strategies for every client. ESB’s focus is on more than just clicks and views; their aim is real growth, measurable ROI, and forging lasting relationships. Their commitment to delivering exceptional service and relentless innovation puts them ahead of industry trends, securing clients' success. Discover how ESB Advertising is changing the game at https://www.esbadvertising.com
View source version on businesswire.com: https://www.businesswire.com/news/home/20240206608178/en/
Media Contact:
Marielle Lyon
press@viantinc.com
Source: Viant Technology Inc.
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