Viant Technology Launches Certified Partner Program to Enhance CTV Advertising Effectiveness

Viant Technology's Certified Partner Program Revolutionizes CTV Advertising

Viant Technology Inc., based in Irvine, California, recently introduces its Certified Partner Program, aimed at enhancing the effectiveness of its Demand-Side Platform (DSP) by collaborating with five notable data companies. This initiative underscores Viant's commitment to improving targeting and measurement capabilities for advertisers, particularly within the expansive realm of Connected TV (CTV). The program includes partnerships with Adstra, Circana, Experian, TransUnion, and Wiland, which are selected for their dedication to data integrity, privacy compliance, and a customer-focused approach. According to Tom Wolfe, SVP of Business Development at Viant Technology, these alliances are poised to empower advertisers with superior targeting precision and measurement efficacy, especially as the CTV landscape continues to evolve.

The program's launch aligns with the growing significance of CTV advertising, as evidenced by recent data from Circana's Customer Optimization Advanced Report. It reveals that clients utilizing CTV in their marketing campaigns achieved a remarkable conversion rate of 12.89% in the first half of 2024, vastly outpacing the mere 2.5% conversion rate of non-CTV campaigns. This data emphasizes the critical role that advanced audience targeting and analytics play in optimizing marketing efforts, positioning CTV as a robust full-funnel solution. With the integration of Viant's innovative Household ID™, advertisers can maximize omnichannel performance and leverage enhanced data insights to refine their strategies and boost campaign outcomes.

In addition to the Certified Partner Program, Viant Technology has also expanded its partnership with Disney Advertising. This collaboration focuses on making premium CTV, video, and display inventory more accessible to advertisers through Disney’s Clean Room technology and Viant’s Household ID. Matt Barnes, VP of Programmatic Sales at Disney Advertising, highlights that this partnership aims to provide midmarket buyers with greater flexibility and control, enabling advertisers of all sizes to compete effectively. The new capabilities are expected to enhance addressability by up to 20%, thereby optimizing campaign performance. As Viant continues to innovate in AI-powered programmatic advertising, it solidifies its position as a leader in the digital marketing space.

Viant's recent accolades, including being named the Best Demand-Side Platform by MarTech Breakthrough and achieving Great Place to Work® certification, reflect its commitment to excellence in the advertising industry. The introduction of the Certified Partner Program and its collaboration with Disney signifies a transformative shift in how advertisers can engage with audiences, ultimately leading to improved advertising outcomes and a more vibrant CTV marketplace.