{"id":518132,"date":"2021-07-27T08:33:08","date_gmt":"2021-07-27T12:33:08","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/viant-launches-identity-based-cookieless-measurement-solution\/"},"modified":"2021-07-27T08:33:08","modified_gmt":"2021-07-27T12:33:08","slug":"viant-launches-identity-based-cookieless-measurement-solution","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/viant-launches-identity-based-cookieless-measurement-solution\/","title":{"rendered":"Viant Launches Identity-Based Cookieless Measurement Solution"},"content":{"rendered":"

<\/p>\n

Viant Launches Identity-Based Cookieless Measurement Solution<\/b><\/p>\n

Proprietary Approach Attributes Conversions Across Omni Channel Media Buys<\/b><\/p>\n

IRVINE, Calif.–(BUSINESS WIRE<\/a>)–Viant Technology Inc.<\/a>(NASDAQ: DSP), a leading people-based advertising software company, today announced the expansion of Adelphic\u00ae<\/a> advertising software\u2019s suite of campaign performance and measurement tools to include \u2018Conversion Lift,\u2019 an identity-based measurement solution that provides a more accurate and all-encompassing view of advertising performance in the absence of third-party cookies.\n<\/p>\n

\nViant\u2019s proprietary approach addresses several third-party cookies measurement challenges facing today\u2019s marketers.\n<\/p>\n

    \n
  1. \n72% of all conversions happen on a separate device from where the ad occurred1<\/sup><\/li>\n
  2. \nChannels, such as CTV and some browsers and mobile apps are already in cookieless environments\n<\/li>\n<\/ol>\n

    \n\u201cThe guessing game is over – we\u2019re able to fulfill the gap of insights that third-party cookies were causing, \u201csaid Chad Kehoe, Digital Director, ESB Advertising. \u201cThrough Conversion Lift, we can clearly see the path to conversion within Adelphic advertising software, enabling us to measure upper-funnel marketing tactics against real tangible conversion metrics.”\n<\/p>\n

    \nThe proprietary technique behind Conversion Lift leverages Viant\u2019s people-based data framework and Viant\u2019s Household ID, a persistent, device-agnostic identifier to incorporate actual conversion data into measurement, empowering brands and agencies with insights about exactly how their marketing investments are contributing to their bottom line.\n<\/p>\n

    \n\u201cAt Viant, we\u2019re committed to helping brands and agencies navigate the cookieless world, \u201csaid Steven Ohrnstein, Senior Vice President of Platform Automation & Analytics, Viant. \u201cConversion Lift overcomes the pitfalls of cookie-based measurement, providing marketers with a clear picture of performance compared to the traditional same-device conversions that are ubiquitous across other demand-side platforms today.\u201d\n<\/p>\n

    About Viant <\/b><\/p>\n

    \nViant\u00ae is a leading people-based advertising software company that enables marketers and their agencies to centralize the planning, buying and measurement of their advertising investments across most channels. Viant\u2019s self-service Demand Side Platform (DSP), Adelphic\u00ae, is an enterprise software platform enabling marketers to execute programmatic advertising campaigns across Connected TV, Linear TV, mobile, desktop, audio and digital out-of-home channels. Viant\u2019s Identity Resolution capabilities have linked 115 million U.S. households to more than 1 billion connected devices and is combined with access to more than 280,000 audience attributes from more than 70 people-based data partners. Viant is an AdAge 2021 Best Places to Work award winner and the Adelphic DSP is featured on AdExchanger\u2019s 2021 Programmatic Power Players list. To learn more, visit viantinc.com<\/a> and adelphic.com<\/a> or follow us on Facebook<\/a>, Twitter<\/a>, Instagram<\/a>, LinkedIn<\/a> and YouTube.<\/a><\/p>\n

    1<\/sup> Viant Internal Data, Based on aggregated results across Adelphic Advertising Software\n<\/p>\n

    \"\"<\/p>\n

    View source version on businesswire.com: <\/span>https:\/\/www.businesswire.com\/news\/home\/20210727005443\/en\/<\/a><\/span><\/p>\n

    Media Contact:
    \n
    <\/b>Karen Castillo-Paff
    \n
    kpaff@viantinc.com<\/a><\/span><\/p>\n

    KEYWORDS:<\/b> United States North America California<\/p>\n

    INDUSTRY KEYWORDS:<\/b> Marketing Data Management Advertising Communications Technology Software Other Communications<\/p>\n

    MEDIA:<\/b><\/p>\n\n\n\n\n
    Logo<\/b><\/font><\/td>\n<\/tr>\n
    \"Logo\"<\/td>\n<\/tr>\n
    <\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"

    Viant Launches Identity-Based Cookieless Measurement Solution Proprietary Approach Attributes Conversions Across Omni Channel Media Buys IRVINE, Calif.–(BUSINESS WIRE)–Viant Technology Inc.(NASDAQ: DSP), a leading people-based advertising software company, today announced the expansion of Adelphic\u00ae advertising software\u2019s suite of campaign performance and measurement tools to include \u2018Conversion Lift,\u2019 an identity-based measurement solution that provides a more accurate and all-encompassing view of advertising performance in the absence of third-party cookies. Viant\u2019s proprietary approach addresses several third-party cookies measurement challenges facing today\u2019s marketers. 72% of all conversions happen on a separate device from where the ad occurred1 Channels, such as CTV and some browsers and mobile apps are already in cookieless environments \u201cThe guessing game is over – we\u2019re able to fulfill the gap … <\/p>\n

    Continue reading “Viant Launches Identity-Based Cookieless Measurement Solution”<\/span><\/a><\/p>\n","protected":false},"author":2,"featured_media":0,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[],"tags":[],"class_list":["post-518132","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"\nViant Launches Identity-Based Cookieless Measurement Solution - Market Newsdesk<\/title>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/www.marketnewsdesk.com\/index.php\/viant-launches-identity-based-cookieless-measurement-solution\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Viant Launches Identity-Based Cookieless Measurement Solution - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"Viant Launches Identity-Based Cookieless Measurement Solution Proprietary Approach Attributes Conversions Across Omni Channel Media Buys IRVINE, Calif.–(BUSINESS WIRE)–Viant Technology Inc.(NASDAQ: DSP), a leading people-based advertising software company, today announced the expansion of Adelphic\u00ae advertising software\u2019s suite of campaign performance and measurement tools to include \u2018Conversion Lift,\u2019 an identity-based measurement solution that provides a more accurate and all-encompassing view of advertising performance in the absence of third-party cookies. Viant\u2019s proprietary approach addresses several third-party cookies measurement challenges facing today\u2019s marketers. 72% of all conversions happen on a separate device from where the ad occurred1 Channels, such as CTV and some browsers and mobile apps are already in cookieless environments \u201cThe guessing game is over – we\u2019re able to fulfill the gap … Continue reading "Viant Launches Identity-Based Cookieless Measurement Solution"\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.marketnewsdesk.com\/index.php\/viant-launches-identity-based-cookieless-measurement-solution\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Newsdesk\" \/>\n<meta property=\"article:published_time\" content=\"2021-07-27T12:33:08+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&sty=20210727005443r1&sid=flmnd&distro=nx&lang=en\" \/>\n<meta name=\"author\" content=\"Newsdesk\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:label1\" content=\"Written by\" \/>\n\t<meta name=\"twitter:data1\" content=\"Newsdesk\" \/>\n\t<meta name=\"twitter:label2\" content=\"Est. reading time\" \/>\n\t<meta name=\"twitter:data2\" content=\"2 minutes\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\\\/\\\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/viant-launches-identity-based-cookieless-measurement-solution\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/viant-launches-identity-based-cookieless-measurement-solution\\\/\"},\"author\":{\"name\":\"Newsdesk\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/#\\\/schema\\\/person\\\/482f27a394d4fda80ecb5499e519d979\"},\"headline\":\"Viant Launches Identity-Based Cookieless Measurement Solution\",\"datePublished\":\"2021-07-27T12:33:08+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/viant-launches-identity-based-cookieless-measurement-solution\\\/\"},\"wordCount\":463,\"image\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/viant-launches-identity-based-cookieless-measurement-solution\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/cts.businesswire.com\\\/ct\\\/CT?id=bwnews&sty=20210727005443r1&sid=flmnd&distro=nx&lang=en\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/viant-launches-identity-based-cookieless-measurement-solution\\\/\",\"url\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/viant-launches-identity-based-cookieless-measurement-solution\\\/\",\"name\":\"Viant Launches Identity-Based Cookieless Measurement Solution - 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