Viant Technology Inc. has unveiled an enhanced integration with Comscore to fortify its autonomous media buying platform, ViantAI, with refined audience insights. This strategic collaboration is designed to augment the functionality of ViantAI by incorporating robust audience data, thereby enabling more precise and effective media planning for advertisers and agencies.
The announcement from Viant Technology comes as the company aims to advance its capabilities in the realm of AI-driven media services. The integration allows the ViantAI platform to utilise Comscore's well-regarded site ranking and audience reach data. This is expected to significantly streamline the media planning process, enabling users to develop and optimise media strategies with heightened accuracy and expediency, as described by the firm.
Viant Technology CEO, Tim Vanderhook, expressed that this development is a pivotal step in realising AI-as-a-Service for advertisers. Vanderhook articulated that the integration with Comscore enhances the already robust ViantAI platform by providing an additional, credible layer of third-party data. He highlighted that the inclusion of Comscore's data will aid in reinforcing AI-powered planning recommendations. This, according to Vanderhook, offers clients a heightened level of confidence in making data-backed decisions, thereby simplifying complex media planning and execution processes.
Comscore's Chief Commercial Officer, Steve Bagdasarian, echoed this sentiment by sharing the company's enthusiasm towards blending their audience data with ViantAI. Bagdasarian noted that their collaboration brings forth innovative solutions that promise reliability for advertisers. With the combined insights on digital audience reach and site rankings, he emphasised that advertisers are better equipped to trust in the platform's capabilities.
This enhanced partnership underscores Viant’s commitment to delivering AI technology that provides actionable and reliable information. By integrating comprehensive analytics from Comscore, ViantAI aims to assist advertisers in navigating the often intricate and time-consuming stages of media planning and execution.
This development represents a significant move in the advertising technology sector, further aligning data analytics prowess with AI-driven media solutions to potentially provide a more informed and efficient media strategy landscape.
Source: Noah Wire Services