Benzinga | Oct 20, 2021 08:35AM EDT

Viant Technology Reports Integration Of Wiland's Predictive Audience Segments Into Adelphic Ad Software

Viant Technology Inc. (NASDAQ:DSP), a leading people-based advertising software company, and Wiland, a leader in spend-based audiences for digital advertising campaigns, today announced the integration of Wiland's vast predictive audience segments into the Adelphic(r) advertising software, enhancing the ability for Viant's brands and agencies to target prospective customers based on purchase intent.

"As third-party cookies are phased out, brands are adjusting to new approaches to help improve their understanding of target audiences," said Jon Schulz, Chief Marketing Officer, Viant. "Purchase-based targeting reduces waste, drives measurable increases in media productivity and ultimately increases top-line revenue and bottom-line performance."

Wiland combines individual-level spending-informed data, interest-intensity signals, and advanced predictive analytics to enable the creation of highly responsive audiences that cover hundreds of categories ranging from apparel, appliances, automotive, children's products, and CPG to retail, travel, hospitality, and more. Further informing Wiland's predictive modeling are exclusive social media engagement insights.

"Wiland audiences serve a vital role for advertisers by offering audiences in hundreds of different categories built from real spending data, which is the best predictor of future purchase intent," said Michelle Harness, Division Vice President, Wiland. "We are excited to partner with Viant to deliver predictive audiences who are not just active shoppers, but who are also repeat buyers."