Advanced Television

Viant announces strategic alliance with commerce signals

February 16, 2022

Viant Technology, a people-based advertising software company, has announced a new partnership with Commerce Signals, a Verisk Financial business and specialist in payment-based insights and ad effectiveness solutions. This strategic alliance is a key driver for Viant, as the company continues to bolster its holistic measurement solutions, delivering clients true return-on-ad-spend (ROAS).

“Measurement has been and will continue to be a key focus for Viant, and Commerce Signals’ expertise in consumer credit and debit card transactional data is an important component in elevating our existing solutions,” said Tom Wolfe, SVP, Business Development, Viant. “Actionable metrics including incremental return on ad spend and lift in buyer penetration provide key insights that ultimately drive customer success.”

Commerce Signals enables marketers access to the largest source of consumer payments behavior data to improve marketing outcomes. In campaign measurement, Commerce Signals matches ad impressions to card spending and then shares back the aggregate spending for groups of consumers, across all addressable platforms, such as CTV and OTT. Ultimately, if impressions can be tracked to an individual or household, Commerce Signals can measure their incremental sales impact.

“We are delighted to be working with Viant to combine our companies’ capabilities to help agencies and brand marketers maximise their ROAS,” said Andy Mantis, President, Commerce Signals. “By connecting advertising impressions to omnichannel card spend data, increasing sales impact will be an attainable goal for clients.”

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