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SEOSEOPaid AcquisitionPaid acquisitionProgrammaticWebsite MonetizationProgrammaticApp UAApp MonetizationWebsite monetizationKeyword ResearchSearch IntentApp acquisitionROASCPAApp monetizationCPCLTVAffiliateeCPMRPMRetail MediaAttributionConversion TrackingCreative IntelMMPHeader BiddingDSPSSPRTBAd ViewabilityFill RateASOSKAdNetworkARPDAURewarded VideoAd MediationAffiliateCreative TestingA/B TestingRetargetingLookalike AudiencesCampaign OptimizationBrand SafetySupply Path

Programmatic

Viant

Paid

Viant is a programmatic advertising platform whose Adelphic demand-side software lets marketers plan, buy, and measure media across connected TV, mobile, desktop, audio, and digital out-of-home from one interface. It emphasizes people-based and cookieless addressability through its household identity graph, plus built-in measurement and supply-path tools. Mid-market advertisers and agencies use Viant to run omnichannel campaigns, activate first-party and partner data, and reconcile reach and frequency across screens without stitching together several disconnected buying tools.

LaunchDSPconnected TVomnichannelpeople-based

What it does

Viant's Adelphic platform is a self-service demand-side platform for buying programmatic media across connected TV, mobile, desktop, streaming audio, and digital out-of-home in one place. Instead of cookie-based targeting alone, it leans on a household identity graph to support people-based and cookieless addressability, so advertisers can manage reach and frequency across the screens a household actually uses. The platform bundles campaign planning, bidding, audience activation from first-party and partner data, supply-path controls, and measurement, including outcomes and incrementality reporting. It is positioned for mid-market brands and agencies that want omnichannel programmatic buying and unified reporting without operating multiple disconnected DSPs and measurement vendors.

Where it fits

Viant sits at the campaign-launch stage of programmatic, executing cross-channel media buys and measuring outcomes against first-party audiences.

Core features

  • Adelphic DSP for CTV, mobile, desktop, audio, and DOOH buying
  • Household identity graph for people-based, cookieless targeting
  • First-party and partner data onboarding and activation
  • Cross-screen reach, frequency, and outcome measurement
  • Supply-path optimization and inventory controls

Best for

  • Mid-market advertisers running omnichannel programmatic campaigns
  • Agencies consolidating CTV and digital buys into one DSP
  • Teams preparing for cookieless, identity-based addressability

Beginner notes

  1. Start with clear audience definitions and first-party data; identity-based buying is only as good as the inputs.
  2. CTV minimums and inventory differ from open-web display — plan budgets per channel rather than as one pool.
  3. Use its built-in measurement to validate incrementality instead of judging CTV on click metrics alone.
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Programmatic