Viant Technology Inc. announced on January 28, 2025, an enhanced identity offering for programmatic advertising, bolstered by a new partnership with TransUnion. This collaboration allows Viant to match its Household ID to 95% of U.S. adults (18+), leveraging TransUnion’s comprehensive and trusted data.
The partnership aims to address the mounting challenges of signal loss in a cookieless and privacy-first advertising landscape, providing advertisers with better solutions for targeting and measurement. TransUnion will augment the Viant Household ID with its TruAudience identity data.
Dorean Kass, EVP, Diversified Markets, at TransUnion, stated that this partnership is about building something advertisers can truly rely on to tackle challenges like signal loss and deliver impactful marketing campaigns. This strengthens TransUnion's role in the identity infrastructure of the adtech and martech ecosystem.
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