People-Based Advertising

Defining People-Based Advertising

For more than a decade now, marketers have relied on cookie-based modeling to link the same consumer across multiple devices. But in a world where 75% of cookies are deleted every month and two-thirds of IP-connected devices don’t accept cookies, this approach simply doesn’t work anymore.

People-based advertising arose from this cross-device challenge by providing brands with real, first-party data from actual people, allowing marketers to deliver personalized customer experiences across TV, digital, and print.

With insights like where your customer gets their morning coffee, what car they drive, and what TV shows they’re watching, people-based advertising helps brands connect with real people, across all of their devices.

Why Viant?

Viant has been at the vanguard of people-based advertising, starting with the January 2015 launch of the Viant Advertising Cloud™. This launch marked the pinnacle of more than 17 years of dedication to developing industry-leading advertising technology solutions for brands. 

The Viant Advertising Cloud™ gives marketers the ability to onboard and activate their first-party CRM data against our database of 1.2 billion registered users, allowing marketers to build personalized ad campaigns based on real people. Using Viant’s platform, marketers can directly measure their ad campaign’s impact on sales, all the way down to the customer level. Our clients are using this level of transparency to gain real insights into what’s moving the needle for their businesses.

Now, with Viant’s recent acquisition by Time Inc. in March 2016, we have created a one-of-a-kind platform that combines premium content, first-party data, and sophisticated advertising technology – creating a scaled solution for marketers that hasn’t previously existed in the marketplace.

Learn More About People-Based Advertising

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Viant has a team of professionals available to support implementation and integration to ensure full capabilities are leveraged from day one.

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