Viant announced a multi‑year partnership with Molson Coors, effective 2026, to activate Molson Coors’ first‑party data across programmatic channels. The deal will leverage Viant’s Household ID and IRIS_ID to deliver precise, privacy‑compliant targeting for the beverage company’s extensive brand portfolio.
Molson Coors is a major advertiser with a broad range of brands, making this a significant customer win for Viant. The partnership demonstrates Viant’s ability to secure large, high‑profile clients and expands its addressable market in connected TV and programmatic advertising.
The agreement is expected to increase Viant’s revenue and strengthen its competitive position against larger DSPs by showcasing the value of its AI‑powered, transparent advertising solutions. It also underscores Viant’s focus on delivering data‑driven, cost‑efficient campaigns for top‑tier advertisers.
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