Viant Improves Cookie-Free Offerings for CPG Advertisers Through Partnership with Catalina | Business and finance


IRVINE, Calif .– (BUSINESS WIRE) – September 29, 2021–

Viant Technology Inc. (NASDAQ: DSP), a leading people-centric adware company, and Catalina, a leader in buyer intelligence and omnichannel multimedia solutions, announced today integrating Catalina’s extensive buyer data into Adelphic® adware, improving cookie-free targeting, measurement and attribution offerings for CPG advertisers. The integration maps offline and online advertising performance to purchases to help marketers track real-time campaign effectiveness and enable independent validation of customer purchases.

“Viant continues to identify innovative solutions that keep modern marketers on the cutting edge of trends, such as smart home advertising,” said Jon Schulz, Viant Marketing Director. “This partnership with Catalina is intended to help brands and agencies not only reach the right consumers with greater precision, but simultaneously improve return on investment.”

Catalina’s 236 million digital shopper IDs connect media exposures to purchases through the Viant Home ID, a privacy-friendly solution that uniquely maps and validates consumers in 115 million US homes. Catalina’s deterministic purchase-based audiences are built into the Adelphic platform, and Catalina’s real-time anonymous campaign data can help CPG advertisers optimize ongoing campaigns.

“Matching real-world actions with digital marketing efforts is critical for advertisers to understand and improve their efforts to increase ad effectiveness and return on ad spend,” said Brian Dunphy, senior vice president Catalina’s strategic partnerships and channel sales. “We’re excited to expand our partnership with Viant to deliver a unified view of households to their customers so they can do just that. “

Catalina is a leader in shopping intelligence and highly targeted in-store, TV, radio and digital media that personalize the shopping journey. Powered by the world’s richest real-time buyer database, Catalina helps CPG brands, retailers and agencies optimize every step of media planning, execution and measurement to deliver $ 6.1 billion in value to consumers per year. Catalina has no higher priority than ensuring the privacy and security of the data entrusted to the company and maintaining the trust of consumers. Catalina is present in the United States, Costa Rica, Europe and Japan. To learn more, visit or follow us on Twitter @Catalina.

Viant® is a leading people-centric ad software company that enables marketers and their agencies to centralize the planning, purchasing and measurement of their ad investments across most channels. Adelphic®, Viant’s self-service demand side platform (DSP), is an enterprise software platform for marketers to run programmatic advertising campaigns on smart TV, linear TV channels , mobile, office, audio and digital out-of-home. Viant’s identity resolution capabilities have connected 115 million U.S. homes to over one billion connected devices and are combined with access to over 280,000 audience attributes from over 70 data partners based on people. Viant is a winner of the Ad Age 2021 Best Places to Work award and DSP Adelphic is on AdExchanger’s 2021 Programmatic Powerful Player list. To learn more, visit and or follow us on Facebook, Twitter, Instagram, LinkedIn and YouTube.



SOURCE: Viant Technology Inc.

Copyright Business Wire 2021.

PUB: 09/29/2021 8:30 a.m. / DISC: 09/29/2021 8:32 a.m.

Copyright Business Wire 2021.

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