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Viant Enhances Cookieless Offerings for CPG Advertisers Through Catalina Partnership

Viant Technology Inc., a leading people-based advertising software company, and Catalina, a leader in shopper intelligence and omni-channel media solutions, announced the integration of Catalina’s extensive shopper data into the Adelphic advertising software, enhancing cookieless targeting, measurement and attribution offerings for CPG advertisers. The integration maps offline and online ad performance to purchases to help marketers track real-time effectiveness of campaigns and enable independent validation of customer purchases.

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“Viant continues to identify innovative solutions that enable modern marketers to stay at the forefront of trends, such as intelligent household advertising,” said Jon Schulz, Chief Marketing Officer, Viant. “This partnership with Catalina is intended to help brands and agencies not only reach the right consumers with greater accuracy, but to improve ROI simultaneously.”

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Catalina’s 236 million digitally-enabled shopper IDs link media exposures to purchases via Viant’s Household ID, a privacy-friendly solution that uniquely maps and validates consumers to 115 million U.S. households. Catalina’s deterministic purchased-based audiences are integrated into the Adelphic platform, and Catalina’s real-time anonymous campaign data can assist CPG advertisers with in-flight campaign optimization.

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“Matching real-world actions with digital marketing efforts is critical for advertisers to understand and improve their efforts in increasing advertising effectiveness and return-on-ad-spend,“ said Brian Dunphy, Senior Vice President of Catalina’s Strategic Partnerships & Channel Sales. “We are excited to expand our partnership with Viant to bring a unified household view to their customers so they can do just that.”

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[To share your insights with us, please write to sghosh@martechseries.com]

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