Press release
Viant and Havas Media Network Achieve 100% Scale and 93% Unique Reach in Landmark Cookieless Test
Cookieless Activation Achieved through the Viant DSP IRVINE, Calif.--(BUSINESS WIRE)-- Viant Technology Inc. (NASDAQ: DSP), a leading advertising technology
About this update from Viant Technology Inc.
[{"type":"text","content":"\nCookieless Activation Achieved through the Viant DSP\n\n\n IRVINE, Calif.--(BUSINESS WIRE)--\nViant Technology Inc. (NASDAQ: DSP), a leading advertising technology company, today announced the successful execution of a cookieless advertising test conducted in partnership with Havas Media Network, one of the world's largest global communications networks, powered by data from PurpleLab®, a healthcare analytics company that holds one of the largest medical and pharmaceutical claims databases in the US. The test, conducted for a major US-based pharmaceutical advertiser, achieved 100% scale and a 93% unique reach across premium publishers when utilizing the Viant Household ID™ to target consumers instead of traditional cookies.\n\nThis press release features multimedia. View the full release here: https://www.businesswire.com/news/home/20240725192884/en/Viant Technology and Havas Media Network partner on a successful cookieless advertising test. (Graphic: Business Wire)\nHavas Media Network leveraged Viant’s advanced targeting technology within its industry-leading Demand-Side Platform (DSP) to conduct A/B tests against custom audiences from Havas Media’s Converged Audiences platform. The tests compared two strategies: one using cookies and the other without. The cookieless approach, achieving a 100% scale and a 93% unique reach, underscores how Viant's cookieless advertising technology delivers superior and scalable identity resolution solutions designed for the post-cookie world.\n\n\n“To better serve our clients, we need to stay ahead of the challenges that they’re facing. Our cookieless activation with Viant and our Converged platform is a massive achievement for our agency, as we prove our ability to succeed without sacrificing performance or audience privacy,” said Greg James, CEO of Havas Media Network North America.\n\n\nAccording to DoubleVerify, the US campaign achieved over 70% viewability and adhered to rigorous industry standards for brand safety from DoubleVerify and Ads.txt, ensuring privacy-compliant advertising.\n\n\n“Our collaboration with Havas Media Network has proven that it is possible to maintain performance and reach target audiences effectively without relying on third-party cookies,” said Dustin Kwan, Chief Product Officer at Viant. “This successful test demonstrates the power of our Household ID technolo...