Viant Acquires Lockr: The Future of Addressability in Digital Advertising

Why Addressability Matters in Digital Advertising

In today’s digital advertising ecosystem, addressability—the ability to serve targeted ads to specific audiences—is the key to campaign success. As third-party cookies phase out, first-party data activation is becoming a top priority for advertisers and agencies.

That’s why Viant Technology’s recent acquisition of Lockr is a game-changer for addressability in programmatic advertising. This move strengthens identity resolution, improves advertiser data strategies and helps brands thrive in a post-cookie world.

What is Addressability in Advertising?

Addressability allows advertisers to target consumers based on real behavioral and demographic data, ensuring personalized ad experiences that drive higher engagement and conversions.

Key Benefits of Addressability:

✔ Enhanced audience targeting – Deliver ads to the right users at the right time
✔ Improved ad measurement – Optimize campaign performance in real-time
✔ Higher ROI on ad spend – Reduce wasted impressions on irrelevant audiences

(Source: Setupad – What is Addressability?)

How Viant’s Acquisition of Lockr Improves Addressability

With Lockr’s first-party data collaboration tools, Viant is now positioned to offer more precise audience targeting, identity resolution, and ad measurement.

Here’s what advertisers and agencies can expect from this acquisition:

1️⃣ More Seamless First-Party Data Activation

Lockr enables publishers and brands to collect, enrich, and activate first-party data—reducing extensive tech development.

2️⃣ Stronger Identity Resolution in Advertising

Lockr applies first-party data signals to programmatic bidding, enhancing addressable advertising solutions across CTV, display, and mobile.

3️⃣ Support for Alternative Identifiers

Lockr integrates with leading identity solutions to help ensure addressability without third-party cookies—a crucial shift for cookieless advertising strategies.

(Source: Viant Press Release)

What This Means for Agencies & Advertisers

For digital advertisers, this acquisition unlocks:
🚀 More effective ad targeting – Precision-driven campaigns using real audience insights
📊 Better campaign measurement – Track performance with identity-based attribution
🔗 Future-proof data strategies – First-party data solutions built for post-cookie addressability

Final Thoughts: The Future of Addressability

The Viant-Lockr acquisition reinforces the importance of first-party data activation, programmatic identity resolution, and privacy-compliant advertising. As addressable advertising becomes the industry standard, agencies and advertisers must embrace these innovations to maintain campaign effectiveness in a cookieless world.

🚀 Ready to improve your addressability strategy? Learn how Viant’s advertising solutions can future-proof your campaigns.