AdTech Decoded: Your AI Is Only as Good as Your Data

We’ve all heard it before: AI is only as powerful as the data it has access to. But in digital advertising, that’s more than just a truism — it’s a strategy.

In the latest episode of AdTech Decoded, Viant’s Chief Technology Officer Fabrizio Blanco breaks down why data is the real driver behind any AI-powered success. And at Viant, that belief is baked into the DNA of our autonomous advertising platform, ViantAI.

Custom AI Agents, Powered by Your Data

At Viant, we don’t believe in “one-size-fits-all” AI. Every brand and agency has its own goals, its own tech stack, and — most importantly — its own data. That’s why ViantAI builds custom AI agents based on the specific datasets generated for the client through the Viant DSP, including ad campaign reports, contextual signals, or vertical-specific insights.

“Anything is really possible,” Fabrizio says. “It’s just a matter of understanding the data, understanding the objective, and tuning our tools to perform the functions clients need.”

Translation: AI that actually works for you — not just around you.

Why First-Party Data Unlocks Real Advertising Outcomes

Sure, ViantAI can work with minimal inputs. But when clients bring their first-party data to the table,  the Viant DSP gets smarter, faster, and more effective, and the outcomes provided by ViantAI will be more efficient. Whether you’re optimizing a Connected TV campaign, scaling across digital audio, or fine-tuning spend across channels, ViantAI adapts to deliver performance that’s aligned with your goals.

And it’s not just about better targeting — it’s about better outcomes. With the right data, ViantAI can:

• Optimize campaigns in real time
  
• Power AI-based measurement (including ROAS and iROAS)
  
• Seamlessly export strategies into Viant’s DSP for activation
  

TL;DR: AI That Understands Your Goals, Not Just Your Clicks

ViantAI isn’t just automated — it’s autonomous. That means smarter planning, real-time optimization, and measurement tools that reflect what you care about.

It’s not magic. It’s math, data, and a lot of machine learning — tuned to your strategy.

What’s Coming Next for ViantAI?

Fabrizio teased some exciting updates in the works, including:

• AI-powered campaign measurement
  
• Cross-channel media planning, including search and social
  
• New tools for exporting custom agents directly into Viant’s DSP
  

Whether you’re already using AI or just beginning to explore it, ViantAI is built to evolve with your business — and with the industry.