Viant Technology, headquartered in Irvine, California, has announced a significant expansion of its integration with the well-regarded audience measurement firm Comscore. This development is designed to enhance the capabilities of Viant's advanced media buying platform, known as ViantAI. Described by Viant as the "world’s first fully autonomous media buying platform," ViantAI now benefits from the incorporation of Comscore's extensive data resources, which include valuable insights into site rankings and audience reach.
The integration enables ViantAI to create and refine media plans for advertisers and agencies more precisely and effectively. These plans are generated swiftly due to data-driven insights powered by artificial intelligence. This partnership aims to provide clients with robust recommendations backed by reliable third-party data, helping them make more informed decisions in their media strategies. Viant CEO Tim Vanderhook emphasised the strategic value of this enhancement, stating, "ViantAI is making AI-as-a-Service a reality for advertisers. By training ViantAI with Comscore data, we’re reinforcing our credible AI-powered planning recommendations with trusted rankings and reach data."
This collaboration underscores Viant’s commitment to leveraging AI technologies to assist its clients in developing more effective media strategies. Comscore's contribution is particularly significant, given its reputation for delivering industry-leading audience data. Steve Bagdasarian, chief commercial officer at Comscore, expressed enthusiasm for the partnership, commenting, “We’re thrilled to integrate the industry’s leading audience data with ViantAI, delivering groundbreaking solutions to the market that advertisers can trust.”
The collaboration between Viant and Comscore marks a crucial enhancement for advertisers seeking reliable data to drive their digital marketing strategies. By bringing together Viant's cutting-edge AI capabilities with Comscore's respected analytics, this partnership aims to set a new standard in the media buying industry, providing clients with comprehensive insights and strategic advantages.
Source: Noah Wire Services