Viant, a people-based advertising software company, has been granted a patent (US Patent No. 10,764,240) for “Internet Connected Household Identification for Online Measurement and Dynamic Content Delivery.”
This patented technology, which has been integrated into its Adelphic Platform, enables Viant to identify an internet connected household (ICH). Once Viant has identified the ICH, Viant is able to associate which devices belong to that ICH. This patented approach to targeting and measurement in CTV environments has led to more than 100 per cent growth YOY in Connected TV ad spend through the Adelphic DSP in 2020.
“With many devices and browsers limiting user signals and Connected TV becoming critical to media plans, the identification of the household is becoming even more important in the digital ecosystem, something we anticipated years ago when we filed for this patent,” said Tim Vanderhook, Co-Founder and CEO, Viant. “As advertisers and marketers continue to seek ways to understand their return on ad spend (ROAS) and the impact of their ad campaigns, Viant will continue to take a leadership position in solving the industry’s biggest challenges.”