What to Expect from the Upcoming Viant Innovation ’24  

Adtech leadership isn’t an “us too” proposition. True innovation happens when difference-making products and services deliver measurable returns for your business. That’s one key message of Innovation ‘24, set for November 14th at 1 pm PT / 4 pm ET, an opportunity to preview the breakthroughs that matter most to you and your customers.

In this, our second annual Innovation event, we will spotlight four areas in particular: 

Autonomous Advertising Leadership. You’ve heard that AI-based automation will transform how programmatic advertising professionals plan, execute and measure their campaigns. Here’s why:

First, ViantAI heralds a massive productivity improvement. AI algorithms within the solution analyze vast amounts of data, including user behavior, demographics and browsing history, to predict which ads will most likely resonate with specific audiences. 

ViantAI also automates the buying and selling of ad space in real-time auctions, making split-second decisions to bid on impressions that align with advertiser goals. ViantAI aims to significantly improve the accessibility of open web advertising by combining a simple user interface with advanced capabilities.

Second, it brings home the bacon. ViantAI’s automated workflow enables advertisers to reach their target audience more effectively and efficiently, driving higher campaign performance and ROI.

Third, autonomous advertising excels at reducing advertising complexity. Ad pros enter their budget and expected ad spend, then press the ‘start’ button. Under the hood, Viant’s autonomous advertising engine marshals AI’s predictive intelligence capability and combines it with machine learning to reduce or eliminate repetitive tasks. 

Eric Franchi, General Partner, Aperiam, shared his impressions of Viant’s autonomous technology in a recent Marketecture podcast, saying: “It was really good that they showed how you can automate the planning piece and attach it to what is sort of now effectively driven by AI in terms of the bidding and optimization — and give a glimpse into the future.” 

Connected TV Innovation. The media landscape continues to evolve at breakneck speed. CTV is now the primary component of most major media plans. With 115 million CTV households this year, says eMarketer, digital ad spending was expected to grow 4.2% thanks in no small part to sports such as the Olympics this past summer. According to eMarketer, “CTV’s gains will make up for the decline of linear TV ad spend, which will drop 4.7% in 2025, 1.2% in 2026, and 4.0% in 2027.”

CTV continues to capture linear television dollars, and marketers need tools to help them manage the rising tide of CTV households and sharp fluctuations in CTV inventory. According to eMarketer, in just over a decade, CTV households went from 15% to over 85% in the U.S. Last year, approximately 87% of CTV inventory was transacted programmatically, and this number is expected to increase amid the expanding pool of CTV inventory.

Viant will highlight the cutting-edge tools and services that will help advertisers succeed in the CTV space and their overall programmatic/digital marketing journey. We offer the following choices :

• Managed Service is perfect for marketing teams needing more resources and help executing traditional media buys;
• Co-Managed Service is adapted for sophisticated marketing teams that want to view their programmatic activity on the DSP but are either light on resources or knowledgeable but might not be ready yet to trade in their seat;
• Self-Service: This is for programmatic traders prepared to buy on a self-service basis and to dive into our DSP tech, and tap our network of world-class inventory and data partners. 

Supply Path Optimization Breakthroughs. We will highlight SPO’s significant role as premium content owners look to improve their revenue by connecting directly to demand partners like Viant.

AdExchanger praised our DSP approach to direct relationships in TV ad buying when it stated that our supply-path optimization program, Direct Access, grew by 25% in Q3 and is expected to grow by 40% in Q4. 

The program is gaining steam because it enables:

• Streamlined access to premium inventory at scale
• Pricing efficiency to allow for more working media
• Enhanced data operability for better campaign targeting and results
• Future-ready and privacy-conscious integrations
• Reduced carbon impact.

Spotlighting Conversion Contribution. We will debut a new measurement approach that enables Viant customers to learn which ads drive incremental sales and which were simply along for the ride. This tool will encourage marketers to reconsider legacy attribution models. A case in point: Marketers need valid data to compare the value of investing in search and social versus engaging CTV channels. 

Ready to hear more? RSVP for Innovation ’24 today!