As privacy regulations, signal loss, and consumer expectations change, marketers face growing challenges in creating meaningful connections. In our latest Ask the Expert segment, Tom Wolfe, SVP at Viant, and Ali Mack, VP of AdTech Sales at Experian explore how first- and third-party data strategies, advancements in connected TV (CTV), and AI tools empower marketers to build smarter campaigns tailored to modern demands.
Identity-driven advertising built on first-party data
With the decline of traditional third-party signals and the rise of privacy-first advertising, first-party data is more important than ever. By collecting data directly from customers, marketers ensure they have accurate, user-consented data to fuel personalized advertising. Viant’s identity graph takes these first-party signals—such as email addresses, household locations, and phone numbers—and connects them with additional attributes in a privacy-safe way. This approach empowers marketers to build precise audience segments without relying on cookies, which Viant phased out over a decade ago.
Combining first-party data and privacy-first solutions to build trust
By combining first-party data strategies with privacy-first solutions, marketers can build long-term success while earning consumer trust. The Viant Household ID eliminates reliance on cookies while enabling secure, compliant campaign management. Additionally, Viant’s partnerships with cleanrooms further protect their clients’ data integrity and ensure smooth collaboration between trusted parties. Beyond safeguarding consumer information, the Viant ecosystem allows their clients to integrate data seamlessly from audience segmentation to campaign activation and reporting.
How first and third-party data work together
While first-party data is crucial for precise, personalized advertising, it isn’t always sufficient—especially for smaller or emerging brands that haven’t yet amassed audience data. Third-party data plays a pivotal role in these scenarios by supplementing first-party insights, offering a broader view of consumer behavior, leading to new growth opportunities.
Viant collaborates with partners like Experian to help marketers seamlessly merge their customer information with additional consumer insights. Viant and their clients benefit from Experian’s identity data to match various identifiers such as hashed emails, device IDs, or other platform-specific tags and map them back to a single consumer profile. With a unified view of the consumer, marketers can refine targeting, expand their reach, and maintain consistency across channels. By utilizing first- and third-party data solutions, marketers can build well-rounded, effective campaigns that resonate with diverse audiences.
“Our clients have embraced the Viant Household ID because it powers a comprehensive, seamless flow from segment creation to targeting, activation, and measurement.”
Tom Wolfe, SVP Business Development, Viant
CTV as a core marketing channel
CTV is emerging as the core platform for immersive and effective advertising by merging the visual storytelling power of traditional TV with the precision of digital tools. Viant helps marketers optimize CTV capabilities by building connections between premium publishers and data, allowing marketers to personalize experiences. Whether it’s tailored ads for families watching a live sports event or pinpointing niche interests, CTV enables marketers to reach diverse audiences with meaningful ads. Beyond awareness, Viant drives results for their clients and monitors that performance across each stage of the funnel. Marketers can use the key insights to optimize their media buys on CTV and achieve even higher ROI.
Viant takes CTV performance a step further with its direct access programs. Stronger data matching via publisher partnerships improves accuracy, helping marketers connect with their ideal audience. Viant’s recent data shows that campaigns incorporating CTV achieve a conversion rate of 12.89%, outperforming campaigns lacking it by a wide margin. This dramatic improvement highlights the power of precise targeting combined with Viant’s advanced CTV tools. For marketers, this translates to impactful storytelling supported by tangible results.
“CTV drives high-level brand awareness via sight, sound, motion, and emotion, but it also powers activity through the funnel.”
Tom Wolfe, SVP Business Development, Viant
AI is streamlining marketing from start to finish
AI is transforming advertising by automating tasks like performance tracking and audience segmentation, allowing marketers to focus on strategy and creativity. At Viant, AI is part of the company’s DNA, helping marketers drive more efficient and effective campaigns.
With real-time data insights and streamlined processes, teams can quickly refine messaging and optimize budgets. This efficiency not only saves time but also empowers marketers to channel their energy into creating impactful strategies that resonate with their audiences. The integration of AI into Viant’s ecosystem also simplifies overall workflows, optimizing campaign execution from start to finish. With performance tracking made easier and segmentation automated, marketers can rely on data accuracy and actionable insights to make confident decisions.
How Experian and Viant work together
Experian’s syndicated audiences—demographic, auto, TV, FLA (Financial Fair Lending Act), and more—are available within Viant’s platform. Experian’s partnership with Viant enables the deployment of custom audiences specifically designed to meet distinct campaign objectives. Together, Experian and Viant provide solutions that support first-party data strategies, third-party data integration, CTV optimization, AI-driven insights, and identity resolution, creating a cohesive and privacy-forward marketing ecosystem.
“At Viant, we focus on the sensible, scalable, impactful opportunities.”
Tom Wolfe, SVP Business Development, Viant
Watch the full Q&A
Visit our Ask the Expert content hub to watch the full conversation with Tom and Ali and learn more about Viant’s scalable identity solutions.
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About our expert
Tom Wolfe, SVP Business Development, Viant
As SVP of Business Development at Viant, Tom and his team forge strategic business partnerships that fuel the company’s growth and business strategy. He is a seasoned industry veteran with more than 25 years of expertise in content distribution, advertising, and technology, particularly in CTV. Throughout his career, Tom has played a pivotal role in establishing and managing multiple businesses at major companies such as Roku, TiVo, YuMe, and Comcast. Additionally, he has provided valuable advisory services to organizations including VIZIO, Vice Media, and many others across the ecosystem. Tom holds a B.A. in Political Science from Lehigh University and has shared his knowledge as a guest lecturer at both New York University and Drexel University.
Latest posts
To our valued customers and partners, it’s been an exciting week here at Tapad! As announced in a press release this morning, Tapad is now a member of the Experian family. We’re thrilled to continue to grow as a leader in identity resolution under the umbrella of a global expert in data, analytics and technology. Tapad and Experian are deeply connected by our commitment to serving the needs of our customers; and with a focus on quality of the data we provide, we have a common goal for the future of identity in the advertising ecosystem. As part of this announcement, we wanted to assure you, our valued customer, that we remain deeply committed to serving you today just as we always have. Nothing will change in your daily operations with Tapad. Experian immediately recognized that the success and growth of Tapad was directly tied to the strength and depth of its team members. As such, the acquisition will not result in any changes to day-to-day contacts at Tapad, or processes with weekly graph deliveries and other product support. Experian’s faith and investment in Tapad’s future and the future of identity resolution underscores what we’ve always believed our products could achieve and that we will be able to continue serving brands, advertisers, publishers, and the advertising and marketing ecosystem for years to come. On a personal note, I am excited to be transitioning my role as Chief Operating Officer of Tapad to the General Manager position of a global business that’s achieved exponential growth over the past several years; culminating in this strategic acquisition that will no doubt bring even more value to our customers in the future. We remain committed to open communication and welcome any questions you may have. Thank you,Mark Connon | General Manager, Tapad Contact us today
Addressable TV has been through a transformation in the past year. Streaming content has become the most coveted space for creators and advertisers with the rise of new apps and platforms; but the influx of stay-at-home orders around the country have shifted television viewership as we know it, and streaming apps are popping up in droves to take advantage. So, how can you? With no shortage of opportunities to advertise on addressable TV and CTV, how does it fit into the media mix? And furthermore, how can you attribute this household-level device into your overall strategy? Tying it all together Layering addressable TV within digital ad campaigns couldn’t be easier today — but applying the right targeting and cadence between all of your digital efforts; and tying them together in attribution takes the right kind of data. Marketers can use CTV identifiers coupled with other device identifiers available in The Tapad Graph to not only target impressions but also map addressable TVs within the consumer journey; and unify strategies between household decision makers to better personalize messaging. 1 The Trade Desk Q2 2020 Earnings Call Transcript, August 2020; 2 iSpot Report, via Deadline, July 2020; 3 Flixed.io, January 2020 Contact us today
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