Viant partners with TransUnion to expand ad targeting

IRVINE, Calif. – Viant Technology Inc. (NASDAQ:DSP), a company specializing in AI-powered programmatic advertising, has announced a partnership with TransUnion (NYSE:TRU) to enhance its identity resolution capabilities. This collaboration aims to address the challenges of signal loss in digital advertising, as the industry moves away from cookies and prioritizes user privacy. The announcement comes as Viant demonstrates strong market performance, with InvestingPro data showing an impressive 141.63% return over the past year and robust revenue growth of 23.73%.

The company’s native identity solution, which is based on Viant’s patented Household ID technology, now boasts the ability to match identities to 95% of U.S. adults. This scale is achieved through the integration of TransUnion’s TruAudience data, which is intended to provide advertisers with precise targeting and measurement across various channels, including Connected TV (CTV). According to InvestingPro analysis, Viant maintains a strong financial position with a healthy current ratio of 2.77 and is currently trading below its Fair Value, suggesting potential upside opportunity. For detailed insights and additional ProTips, investors can access the comprehensive Pro Research Report, available exclusively on InvestingPro.

Chris Vanderhook, COO and Co-Founder at Viant, emphasized that their Household ID offers not only scale but also precision and performance for advertisers in a privacy-conscious landscape. Dorean Kass, EVP of Diversified Markets at TransUnion, echoed this sentiment, highlighting the partnership’s focus on addressing current advertising challenges like signal loss.

Viant’s identity solution is designed to be interoperable with various IDs, facilitating precise targeting and campaign optimization. The integration with major platforms and IDs, including LiveRamp’s RampID, aims to unify fragmented data and provide a comprehensive view for advertisers. This is particularly relevant for cookieless environments such as CTV, where Viant’s solution is positioned to enable addressability within premium content.

The company’s Direct Access Program also offers advertisers direct integrations with leading streaming platforms, which could potentially improve return on ad spend (ROAS) and capitalize on the growing CTV market.

Viant’s advancements in identity resolution are part of its broader commitment to innovation in digital marketing, as demonstrated by its recent industry accolades and the development of ViantAI, its autonomous advertising solution.

This strategic move by Viant, as detailed in their press release statement, is set against the backdrop of an evolving digital advertising industry that is grappling with the dual challenges of maintaining user privacy and delivering effective ad campaigns. With a market capitalization of $324.17 million and an overall financial health score rated as “GREAT” by InvestingPro, Viant appears well-positioned to execute its strategic initiatives in the dynamic digital advertising landscape.

In other recent news, Viant Technology has reported a significant 34% increase in Q3 revenue, reaching a record $14.7 million in adjusted EBITDA. The company’s acquisition of content identification platform IRIS.TV is expected to enhance its Connected TV targeting capabilities. JMP Securities and Canaccord Genuity have raised their price targets for Viant to $24, maintaining their positive ratings. Analysts at these firms have highlighted Viant’s consistent strong performance and potential for growth, particularly through its investment in AI tools and the increasing share of programmatic advertising.

The acquisition of IRIS.TV has already shown promising results, with a 300% lift in ad recall and a 152% increase in sales for a campaign with Carl’s Jr. Additionally, Viant’s AI-driven advertising platform, ViantAI, has garnered 500 early access sign-ups, indicating its potential to democratize programmatic advertising.

Viant has also entered into a strategic partnership with the Association of National Advertisers (ANA), aiming to enhance growth and innovation within the advertising sector. Despite projected growth in operating expenses for 2025 due to the acquisition, Viant’s recent performance and strategic moves have set a positive tone for its future. These are some of the recent developments in Viant Technology’s business operations.

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