Viant and Acxiom Advance Deterministic Partnership With High Match Results

Match rate showcases breadth of data partnership and strong foundation for next-era data-driven targeting capabilities

​​Viant, a Meredith Corporation people-based advertising technology company, today announced their direct match results with strategic data partner Acxiom®, the data and technology foundation for the world’s best marketers. Together, the companies executed a match of over 275 million unique identifiers, ensuring their respective clients can activate data-driven advertising campaigns using one of the largest deterministic data sets available in the United States. Viant stands as the first U.S. advertising integration partner with Acxiom since its acquisition by Interpublic Group.

“We’ve been working with Viant for a number of years, and our partnership provides marketers and agencies with critical campaign targeting and measurement capabilities -- all stemming from our respective deterministic data sets,” said David Skinner, managing director of channels and alliances at Acxiom. “Combining Viant’s core customer and device graph with Acxiom’s extensive pool of consumer insights takes our collaboration to the next level, allowing customer activation across verticals, channels and formats.”

“Our joint match rate results prove we’re delivering true insights for effective data-driven decision making,” said Jon Schulz, CMO of Viant. “We’re looking forward to growing our partnership with Acxiom by offering our clients better targeting, execution and attribution across all formats and channels, including fast-growing areas like digital out of home, connected TV and digital audio.”

About Viant

Viant Technology LLC is a premier people-based advertising technology company, enabling marketers to plan, execute and measure their digital media investments through a cloud-based platform. Built on a foundation of people instead of cookies, the Viant® Advertising Cloud provides marketers with access to over 250 million registered users in the U.S., infusing accuracy, reach and accountability into cross-device advertising. Founded in 1999, Viant owns and operates Adelphic and is a member of the Xumo joint venture. In February 2018, Meredith Corporation (NYSE: MDP) acquired Viant parent company Time Inc. (NYSE: TIME) and all its subsidiary companies, creating a cross-channel ecosystem of nearly 200 million unduplicated American consumers every month, including 85 percent of U.S. Millennial women. Viant is a 2018 Inc. Magazine Best Workplaces award winner.

About Acxiom

Acxiom® provides the data and technology foundation for the world’s best marketers. We enable people-based marketing everywhere through a simple, open approach to connecting systems and data that drives seamless customer experiences and higher ROI. A leader in identity and ethical data use for nearly 50 years, Acxiom helps thousands of clients and partners around the globe work together to create a world where all marketing is relevant. Acxiom is a registered trademark of Acxiom LLC. For more information, visit

Source: Viant


Categories: Advertising

Tags: Acxiom, AI, cross-channel, data-driven, digital out of home, IPG, marketing, measurement, programmatic, Viant

About Viant

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Through its proprietary Viant Advertising Cloud™, Viant offers clients a comprehensive suite of advertising applications available on-demand, in the cloud. Founded in 1999, Viant owns and operates Vindico, Specific Media, Myspace and Xumo.

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