Viant Technology Inc., a trailblazer in AI-driven programmatic advertising, unveiled an enhanced identity solution designed to address the growing challenges of signal loss in a cookieless, privacy-first digital landscape. As advertisers seek more effective methods to improve targeting and measurement across all channels, Viant’s cutting-edge identity solution rises to meet this demand. In a strategic move, Viant has joined forces with TransUnion to integrate their Household ID with trusted, comprehensive data, now extending to 95% of U.S. adults (18+).
“Viant’s independent demand-side platform offers a truly native approach to identity resolution,” said Chris Vanderhook, COO and Co-Founder at Viant. “Viant’s Household ID not only provides an unprecedented level of scale but also ensures advertisers can maintain precision and performance in a privacy-forward world. Our latest advancements are a continuation of Viant’s long-time leadership and legacy in identity resolution, built on the strength of our patented Household ID technology.”
A Seamless, Scalable Identity Solution
At the core of Viant’s identity solution is its patented Household ID™ technology, providing a native, built-in identity solution that is highly interoperable with various identifiers. This enables advertisers to execute precise targeting and drive meaningful results across multiple channels, including Connected TV (CTV). With the new partnership with TransUnion, Viant further strengthens its ability to offer scalable, accurate, and privacy-first identity solutions.
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“This partnership with Viant is about building something advertisers can truly rely on,” said Dorean Kass, EVP, Diversified Markets, at TransUnion. “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. We’re proud to support the identity infrastructure that keeps the adtech and martech ecosystem moving forward, empowering organizations to create stronger connections in an increasingly fragmented environment.”
Maximizing Interoperability and the Power of CTV
Viant’s native identity solution not only streamlines campaign measurement and optimization but also enables a higher degree of precision than non-native alternatives. With seamless integration across major identifiers and platforms, Viant unifies fragmented data into a single, actionable view. This ensures advertisers can achieve accurate measurement and deliver hyper-targeted campaigns across all channels, including cookieless environments such as Connected TV (CTV). Viant’s partnerships with key integrations like LiveRamp (RampID) add new signals to the bidstream, providing additional layers of data that enhance campaign performance and effectiveness.
By building on its patented Household ID technology, Viant continues to deliver an innovative, scalable, and privacy-compliant solution that helps advertisers navigate an evolving digital ecosystem with confidence.
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