Viant Inc., officially launched today as the first comprehensive Advertising Cloud company. Formerly Interactive Media Holdings, Viant and The Advertising Cloud represent the company’s next phase as a leading cloud-based technology platform, providing clients with a people-based, integrated advertising and data platform that allows them to activate against their actual first party data and maximize their return on advertising spend measuring both ecommerce and in-store sales.
“The step function increase in return on ad spend with customers utilizing the Viant Ad Cloud is greater than the returns search, retargeting and behavioral targeting had previously shown when they were first adopted,” said Tim Vanderhook, Chief Executive Officer, Viant, Inc. “These results have far exceeded our own internal expectations and validates the value that a fully integrated, end-to-end advertising cloud provides to advertisers. In many cases, our clients are recognizing that they can actually spend less while driving more revenue online and in-store.”
The Viant Advertising CloudTM is a newly developed set of industry-leading cloud-based technologies leveraging the power of people-based targeting, programmatic buying and verified ad delivery combined with true ROI metrics that measure both ecommerce and in-store sales. This is accomplished on a safe, secure platform that never compromises customer data. In addition, Viant’s Advertising Cloud leverages some of the best technologies from the company’s portfolio of brands that include Vindico, Specific Media, Xumo and Myspace with its proprietary database of over one billion registered users.
Comprised of three core components, the Identity Management Platform, the Media Execution Platform and the Data Analytics Platform, the Viant Advertising Cloud allows advertisers to fully manage and execute their campaigns from start to finish. However, the Advertising Cloud is also designed to be modular and support the unique needs of each individual customer in a self-service and fully transparent manner supported by integrations into over 50 data and transaction platforms.
The Viant Advertising Cloud has been in beta since May 2014 with multiple clients and is managing over $5 billion in purchase transactions annually. “Customers of the Advertising Cloud are seeing between 10-20 times increase in their return on advertising spend when compared to other digital advertising point solutions they had previously been utilizing,” continued Vanderhook. “This establishes a new benchmark as optimizing to ecommerce alone falls far short given 94% of retail transactions occur in- store.”
To learn more about Viant and the Advertising Cloud, please visit: www.viantinc.com.