Viant launches 'advertising cloud '

DetailsMichelle Clancy | 15 January 2015

Viant, formerly Interactive Media Holdings, has launched a cloud-based technology platform, providing clients with a suite of advertising applications available on-demand.

The newly-created Viant Advertising Cloud consists of three main platforms: an identity management mechanism, a viewability and verification SDK, and a data analytics platform.

"The exponential increase in return on ad spend with customers utilising the Viant Ad Cloud is greater than the returns that search, re-targeting and behavioural targeting had previously shown when they were first adopted," said Tim Vanderhook, CEO at Viant.

"These results have far exceeded our own expectations and validate the value that a fully integrated, end-to-end advertising cloud provides to marketers. In many cases, our clients are recognising that they can actually spend less while driving more revenue online and in-store."

The Viant Advertising Cloud has been in beta since May 2014.

"Customers utilising the Advertising Cloud are seeing a ten to 20 times increase in their return on advertising spend when compared to other digital advertising point solutions they had previously been utilising," continued Vanderhook. "This establishes a new benchmark, as optimising to ecommerce alone falls far short given [that] 94% of retail transactions occur in store."