Viant Announces Strategic Alliance With Commerce Signals to Improve Ad Effectiveness

Integration furthers company’s goal to provide actionable analytics for clients

Viant Technology Inc. , a leading people-based advertising software company, announced a new partnership with Commerce Signals, a Verisk Financial business and leader in payment-based insights and ad effectiveness solutions. This strategic alliance is a key driver for Viant, as the company continues to bolster its holistic measurement solutions, delivering clients true return-on-ad-spend (ROAS).

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“Measurement has been and will continue to be a key focus for Viant, and Commerce Signals’ expertise in consumer credit and debit card transactional data is an important component in elevating our existing solutions,” said Tom Wolfe, SVP, Business Development, Viant. “Actionable metrics including incremental return on ad spend and lift in buyer penetration provide key insights that ultimately drive customer success.”

Commerce Signals enables marketers access to the largest source of consumer payments behavior data to improve marketing outcomes. In campaign measurement, Commerce Signals matches ad impressions to card spending and then shares back the aggregate spending for groups of consumers, across all addressable platforms, such as CTV and OTT. Ultimately, if impressions can be tracked to an individual or household, Commerce Signals can measure their incremental sales impact.

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“We are delighted to be working with Viant to combine our companies’ capabilities to help agencies and brand marketers maximize their ROAS,” said Andy Mantis, President, Commerce Signals. “By connecting advertising impressions to omnichannel card spend data, increasing sales impact will be an attainable goal for clients.”

Viant 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’s self-service Demand Side Platform (DSP), Adelphic , 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.

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