As SVP of Data, Identity + Supply at Viant (NASDAQ: DSP) and CEO of Lockr by Viant, Keith Petri drives innovation in identity and privacy-first data collaboration, shaping the future of addressability and measurement across digital media. Keith helps advertisers unlock the value of first-party data while advancing Viant’s broader vision around the company’s core pillars of addressability, AI, and CTV. His work strengthens supply quality and transparency across the ecosystem, driving better outcomes for advertisers and publishers alike.

A data-driven executive with more than 15 years of experience at the intersection of emerging technology, digital privacy, and advertising, Keith is passionate about building businesses, challenging the status quo, and driving operational impact—both as a founder and post-acquisition executive.

Keith founded Lockr to help enterprises ethically unlock the value of their first-party data, prioritizing long-term business growth over short-term gains for adtech intermediaries. Prior to founding Lockr, he served as Chief Strategy Officer at Screen6, where he helped establish the industry standard for cross-device identity resolution. Following Screen6’s acquisition by Samba TV, he led platform strategy, integrating identity management with advanced TV analytics to improve audience measurement across a fragmented media landscape.

Keith has built and scaled multiple ventures, including Human Demand (acquired by IgnitionOne), Screen6 (acquired by Samba TV), and Lockr (acquired by Viant).