Viant Technology Review

Viant is a demand-side platform (DSP) designed for programmatic ad buying and omnichannel marketing. It helps marketers use AI to improve ad targeting and campaign performance across Connected TV, audio, mobile, and more. Viant stands out by focusing on people-based advertising without relying on third-party cookies, making first-party data actionable and results measurable. Viant shines in running and measuring CTV campaigns, engaging audiences across multiple channels, and activating household-level targeting. Users can see meaningful results quickly, as its tools are integrated and ready to deploy for immediate campaign optimization. The platform also supports advanced reporting to track KPIs like site visits and in-store sales. Viant fits well into a marketing tech stack as a programmatic buying engine paired with customer data platforms. It integrates seamlessly with industry partners to enhance data and automation. However, Viant is not a CRM or email marketing tool; its focus is on media buying, identity resolution, and campaign measurement, making it ideal for marketers who want to connect directly with audiences in the open web ecosystem.