Viant Technology Inc. announced it has bolstered its Viant Data Platform with new AI-based tools and services, enabling privacy-centric and reliable signals for advertisers to leverage in partnership with publishers. The advertising industry is at an inflection point, where digital identifiers continue to diminish making audience targeting and measurement increasingly more difficult. The challenge for advertisers is capturing a holistic understanding of their advertising performance and investment.

To solve for these challenges, Viant has amplified the capabilities of its Data Platform including new innovations like Chat with Data that allow advertisers to apply generative AI technology to more easily analyze campaign performance and understand important KPIs like ROAS. One independent agency that used Viant?s Data Platform, ESB Advertising, recently saw an increase in ROAS by 40%. This AI technology adds more power to Viant?s DSP with Data Platform, a DSP tech infrastructure that processes data where programmatic advertisers and marketers can easily onboard customer data platforms with clean rooms and generate insights.