{"id":820808,"date":"2025-03-03T16:08:03","date_gmt":"2025-03-03T21:08:03","guid":{"rendered":"https:\/\/www.marketnewsdesk.com\/index.php\/viant-technology-announces-acquisition-of-lockr\/"},"modified":"2025-03-03T16:08:03","modified_gmt":"2025-03-03T21:08:03","slug":"viant-technology-announces-acquisition-of-lockr","status":"publish","type":"post","link":"https:\/\/www.marketnewsdesk.com\/index.php\/viant-technology-announces-acquisition-of-lockr\/","title":{"rendered":"Viant Technology Announces Acquisition of Lockr"},"content":{"rendered":"<p>        <!--.bwalignc { text-align: center; list-style-position: inside }body {font:normal small Arial,Helvetica,sans-serif;color:#000;background-color:#fff;padding:24px;margin:0;} a img {border:0;} h3 {font-size:medium;color:#000;margin:0 0 1em 0; text-align:center;}-->  <\/p>\n<p class=\"bwalignc\"><b>Viant Technology Announces Acquisition of Lockr<\/b><\/p>\n<p class=\"bwalignc\"><b>Viant\u2019s Strategic Acquisition Expected to Advance Addressability in the Open Internet<\/b><\/p>\n<p>IRVINE, Calif.&#8211;(<a href=\"http:\/\/www.businesswire.com\">BUSINESS WIRE<\/a>)&#8211;<br \/>\nViant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, today announced it acquired<i \/>Lockr, the first-party data collaboration platform built to enable content owners to collect, enrich, and activate first-party data. Keith Petri will continue to lead Lockr as its CEO.<\/p>\n<p id=\"news-body-cta\">This press release features multimedia. View the full release here: <a href=\"https:\/\/www.businesswire.com\/news\/home\/20250303152927\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20250303152927\/en\/<\/a><\/p>\n<div id=\"bwbodyimg\" style=\"width: 480px;float:left;padding-left:0px;padding-right:20px;padding-top:0px;padding-bottom:0px\"><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20250303152927\/en\/2398724\/4\/Viant_Lockr_image_red_2x_copy.jpg\" alt=\"Viant Technology Announces Acquisition of Lockr (Graphic: Business Wire)\" \/><\/p>\n<p style=\"font-size:85%\">Viant Technology Announces Acquisition of Lockr (Graphic: Business Wire)<\/p>\n<\/div>\n<p>\n\u201cAddressability is the future of advertising and Viant\u2019s acquisition of Lockr is expected to accelerate its arrival across the programmatic ecosystem, \u201d said Tim Vanderhook, CEO of Viant Technology. \u201cThe company\u2019s founder, Keith Petri, is a well known leader in the AdTech industry, having spent 15 years dedicated to advances in data management. Keith\u2019s trusted expertise aligns seamlessly with our vision for the future. Similar to IRIS_ID, we plan to make Lockr\u2019s solutions open to the entire ecosystem including other alternative identifiers, as Viant is committed to helping the broader open internet succeed.\u201d<\/p>\n<p>\nPublishers and content owners who partner with Lockr can integrate their first-party data seamlessly and enable a number of alternative ID partners in the programmatic ecosystem. Without Lockr, data integrations with publishers typically require significant engineering resources, software deployment, and maintenance. Lockr significantly reduces the time and resources needed for data integrations, helping publishers accelerate their advertising business by leveraging first-party data.<\/p>\n<p>\nWhat\u2019s more, Lockr enables the application of first-party data as a signal in the bid-stream, propagating the addressability of ad campaigns. Viant\u2019s acquisition of Lockr is expected to accelerate industry adoption of both Viant\u2019s Household ID and IRIS_ID while helping publishers offer addressable advertising solutions as an alternative to walled gardens.<\/p>\n<p>\n\u201cWe are excited to join the Viant team,\u201d said Keith Petri, Founder and CEO of Lockr. \u201cTim and Chris Vanderhook have been leaders in digital advertising for 25+ years and are proven visionaries on the most critical topics facing the industry right now, including: CTV, AI innovation, identity and measurement. I am confident that the combination of Viant and Lockr is sure to accelerate innovation and deliver impactful client solutions.\u201d<\/p>\n<p>\nViant management will discuss the acquisition on Viant\u2019s fourth quarter 2024 earnings webcast, held today at 2 pm Pacific Time (5:00 p.m. Eastern Time). Interested parties may access the webcast through Viant&#8217;s investor relations website at <a rel=\"nofollow\" href=\"https:\/\/cts.businesswire.com\/ct\/CT?id=smartlink&amp;url=https%3A%2F%2Finvestors.viantinc.com&amp;esheet=54218270&amp;newsitemid=20250303152927&amp;lan=en-US&amp;anchor=https%3A%2F%2Finvestors.viantinc.com&amp;index=1&amp;md5=712b084576043b0a902c27e60d46cf81\">https:\/\/investors.viantinc.com<\/a>.<\/p>\n<p><b>ABOUT VIANT TECHNOLOGY<\/b><\/p>\n<p>\nViant Technology Inc. (NASDAQ: DSP) is a leader in AI-powered programmatic advertising, dedicated to driving innovation in digital marketing. Our omnichannel platform, built for Connected TV (CTV), allows marketers to plan, execute, and measure their campaigns with unmatched precision and efficiency. With the launch of ViantAI, Viant is building the future of fully autonomous advertising solutions, empowering advertisers to achieve their boldest goals. Viant was recently awarded Best Demand-Side Platform by MarTech Breakthrough, recognized as a Great Place to Work\u00ae, and received the Business Intelligence Group\u2019s Innovation Award for AI Advancements.<\/p>\n<p><b>ABOUT LOCKR<\/b><\/p>\n<p>\nLockr delivers the essential infrastructure for first-party data collection, enrichment, and activation. Its Audience Integration Manager (AIM) empowers publishers, advertisers, and retailers to efficiently manage data flows, maximize audience engagement, and drive measurable results.<\/p>\n<p><b>Forward-Looking Statements<\/b><\/p>\n<p>\nThis press release contains \u201cforward-looking statements\u201d within the meaning of the safe harbor provisions of the U.S. Private Securities Litigation Reform Act of 1995.<\/p>\n<p>\nForward-looking statements include, without limitation, any statement that may predict, forecast, indicate or imply future results, performance or achievements, and may contain words such as \u201cguidance,\u201d \u201cbelieve,\u201d \u201cexpect,\u201d \u201cestimate,\u201d \u201cproject,\u201d \u201cplan,\u201d \u201cwill,\u201d or words or phrases with similar meaning.<\/p>\n<p>\nForward-looking statements should not be read as a guarantee of future performance or results and will not necessarily be accurate indications of the times at, or by, which such performance or results will be achieved, if at all. Forward-looking statements contained in this press release relate to, among other things, benefits from Viant&#8217;s acquisition of Lockr to Viant\u2019s business and financial results. Forward-looking statements are based on current expectations, forecasts and assumptions that involve risks and uncertainties, including, but not limited to, the market for programmatic advertising developing slower or differently than Viant\u2019s expectations, the demands and expectations of customers, the ability to attract and retain customers, the impact of information and data privacy trends and regulations on our business and competitors and other economic, competitive, governmental and technological factors outside of our control, that may cause our business, strategy or actual results to differ materially from the forward-looking statements. Investors are referred to our filings with the SEC, including our Annual Report on Form 10-K and subsequent Quarterly Reports on Form 10-Q, for additional information regarding the risks and uncertainties that may cause actual results to differ materially from those expressed in any forward-looking statement. We do not intend and undertake no obligation to update any forward-looking statements, whether as a result of new information, future events or otherwise, except as may be required by applicable law.<\/p>\n<p><img decoding=\"async\" alt=\"\" src=\"https:\/\/cts.businesswire.com\/ct\/CT?id=bwnews&amp;sty=20250303152927r1&amp;sid=flmnd&amp;distro=nx&amp;lang=en\" style=\"width:0;height:0\" \/><span class=\"bwct31415\" \/><\/p>\n<p id=\"mmgallerylink\"><span id=\"mmgallerylink-phrase\">View source version on businesswire.com: <\/span><span id=\"mmgallerylink-link\"><a href=\"https:\/\/www.businesswire.com\/news\/home\/20250303152927\/en\/\" rel=\"nofollow\">https:\/\/www.businesswire.com\/news\/home\/20250303152927\/en\/<\/a><\/span><\/p>\n<p><b>Media Contact:<br \/>\n<\/b><br \/>Marielle Lyon<br \/>\n<br \/><a rel=\"nofollow\" href=\"mailto:press@viantinc.com\">press@viantinc.com<\/a><\/p>\n<p><b>KEYWORDS:<\/b> California United States North America<\/p>\n<p><b>INDUSTRY KEYWORDS:<\/b> Search Engine Optimization Retail Search Engine Marketing Data Management Technology Marketing Advertising Communications Professional Services Other Retail Artificial Intelligence Software Digital Marketing Data Analytics Internet<\/p>\n<p><b>MEDIA:<\/b><\/p>\n<table cellpadding=\"3\" cellspacing=\"3\">\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Photo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20250303152927\/en\/2398724\/3\/Viant_Lockr_image_red_2x_copy.jpg\" alt=\"Photo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\">Viant Technology Announces Acquisition of Lockr (Graphic: Business Wire)<\/font><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><b>Logo<\/b><\/font><\/td>\n<\/tr>\n<tr>\n<td><img decoding=\"async\" src=\"https:\/\/mms.businesswire.com\/media\/20250303152927\/en\/2398590\/3\/Viant_Logo_-_Knockout_-_711_CP.jpg\" alt=\"Logo\" \/><\/td>\n<\/tr>\n<tr>\n<td><font face=\"Arial\" size=\"2\"><\/font><\/td>\n<\/tr>\n<\/table>\n","protected":false},"excerpt":{"rendered":"<p>Viant Technology Announces Acquisition of Lockr Viant\u2019s Strategic Acquisition Expected to Advance Addressability in the Open Internet IRVINE, Calif.&#8211;(BUSINESS WIRE)&#8211; Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, today announced it acquiredLockr, the first-party data collaboration platform built to enable content owners to collect, enrich, and activate first-party data. Keith Petri will continue to lead Lockr as its CEO. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20250303152927\/en\/ Viant Technology Announces Acquisition of Lockr (Graphic: Business Wire) \u201cAddressability is the future of advertising and Viant\u2019s acquisition of Lockr is expected to accelerate its arrival across the programmatic ecosystem, \u201d said Tim Vanderhook, CEO of Viant Technology. \u201cThe company\u2019s founder, Keith Petri, is a &hellip; <\/p>\n<p class=\"link-more\"><a href=\"https:\/\/www.marketnewsdesk.com\/index.php\/viant-technology-announces-acquisition-of-lockr\/\" class=\"more-link\">Continue reading<span class=\"screen-reader-text\"> &#8220;Viant Technology Announces Acquisition of Lockr&#8221;<\/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-820808","post","type-post","status-publish","format-standard","hentry"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.4 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>Viant Technology Announces Acquisition of Lockr - 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-technology-announces-acquisition-of-lockr\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"Viant Technology Announces Acquisition of Lockr - Market Newsdesk\" \/>\n<meta property=\"og:description\" content=\"Viant Technology Announces Acquisition of Lockr Viant\u2019s Strategic Acquisition Expected to Advance Addressability in the Open Internet IRVINE, Calif.&#8211;(BUSINESS WIRE)&#8211; Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, today announced it acquiredLockr, the first-party data collaboration platform built to enable content owners to collect, enrich, and activate first-party data. Keith Petri will continue to lead Lockr as its CEO. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20250303152927\/en\/ Viant Technology Announces Acquisition of Lockr (Graphic: Business Wire) \u201cAddressability is the future of advertising and Viant\u2019s acquisition of Lockr is expected to accelerate its arrival across the programmatic ecosystem, \u201d said Tim Vanderhook, CEO of Viant Technology. \u201cThe company\u2019s founder, Keith Petri, is a &hellip; Continue reading &quot;Viant Technology Announces Acquisition of Lockr&quot;\" \/>\n<meta property=\"og:url\" content=\"https:\/\/www.marketnewsdesk.com\/index.php\/viant-technology-announces-acquisition-of-lockr\/\" \/>\n<meta property=\"og:site_name\" content=\"Market Newsdesk\" \/>\n<meta property=\"article:published_time\" content=\"2025-03-03T21:08:03+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/mms.businesswire.com\/media\/20250303152927\/en\/2398724\/4\/Viant_Lockr_image_red_2x_copy.jpg\" \/>\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=\"5 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-technology-announces-acquisition-of-lockr\\\/#article\",\"isPartOf\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/viant-technology-announces-acquisition-of-lockr\\\/\"},\"author\":{\"name\":\"Newsdesk\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/#\\\/schema\\\/person\\\/482f27a394d4fda80ecb5499e519d979\"},\"headline\":\"Viant Technology Announces Acquisition of Lockr\",\"datePublished\":\"2025-03-03T21:08:03+00:00\",\"mainEntityOfPage\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/viant-technology-announces-acquisition-of-lockr\\\/\"},\"wordCount\":912,\"image\":{\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/viant-technology-announces-acquisition-of-lockr\\\/#primaryimage\"},\"thumbnailUrl\":\"https:\\\/\\\/mms.businesswire.com\\\/media\\\/20250303152927\\\/en\\\/2398724\\\/4\\\/Viant_Lockr_image_red_2x_copy.jpg\",\"inLanguage\":\"en-US\"},{\"@type\":\"WebPage\",\"@id\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/viant-technology-announces-acquisition-of-lockr\\\/\",\"url\":\"https:\\\/\\\/www.marketnewsdesk.com\\\/index.php\\\/viant-technology-announces-acquisition-of-lockr\\\/\",\"name\":\"Viant Technology Announces Acquisition of Lockr - 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(NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, today announced it acquiredLockr, the first-party data collaboration platform built to enable content owners to collect, enrich, and activate first-party data. Keith Petri will continue to lead Lockr as its CEO. This press release features multimedia. View the full release here: https:\/\/www.businesswire.com\/news\/home\/20250303152927\/en\/ Viant Technology Announces Acquisition of Lockr (Graphic: Business Wire) \u201cAddressability is the future of advertising and Viant\u2019s acquisition of Lockr is expected to accelerate its arrival across the programmatic ecosystem, \u201d said Tim Vanderhook, CEO of Viant Technology. \u201cThe company\u2019s founder, Keith Petri, is a &hellip; Continue reading \"Viant Technology Announces Acquisition of Lockr\"","og_url":"https:\/\/www.marketnewsdesk.com\/index.php\/viant-technology-announces-acquisition-of-lockr\/","og_site_name":"Market Newsdesk","article_published_time":"2025-03-03T21:08:03+00:00","og_image":[{"url":"https:\/\/mms.businesswire.com\/media\/20250303152927\/en\/2398724\/4\/Viant_Lockr_image_red_2x_copy.jpg","type":"","width":"","height":""}],"author":"Newsdesk","twitter_card":"summary_large_image","twitter_misc":{"Written by":"Newsdesk","Est. reading time":"5 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/viant-technology-announces-acquisition-of-lockr\/#article","isPartOf":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/viant-technology-announces-acquisition-of-lockr\/"},"author":{"name":"Newsdesk","@id":"https:\/\/www.marketnewsdesk.com\/#\/schema\/person\/482f27a394d4fda80ecb5499e519d979"},"headline":"Viant Technology Announces Acquisition of Lockr","datePublished":"2025-03-03T21:08:03+00:00","mainEntityOfPage":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/viant-technology-announces-acquisition-of-lockr\/"},"wordCount":912,"image":{"@id":"https:\/\/www.marketnewsdesk.com\/index.php\/viant-technology-announces-acquisition-of-lockr\/#primaryimage"},"thumbnailUrl":"https:\/\/mms.businesswire.com\/media\/20250303152927\/en\/2398724\/4\/Viant_Lockr_image_red_2x_copy.jpg","inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/www.marketnewsdesk.com\/index.php\/viant-technology-announces-acquisition-of-lockr\/","url":"https:\/\/www.marketnewsdesk.com\/index.php\/viant-technology-announces-acquisition-of-lockr\/","name":"Viant Technology Announces Acquisition of Lockr - 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