Advanced Reporting Advertising Solutions

Advanced ads reporting refers to the use of more in-depth analytics to better understand how advertising campaigns are performing across different channels and devices. At Viant, our Advanced Reporting suite offers a cookieless set of tools that can help advertisers measure a range of outcomes—such as conversions, reach, and brand awareness—using data from both online and offline sources.

By combining capabilities like Multi-Touch Attribution (MTA), Foot Traffic reporting, and Connected TV (CTV) & Digital Out-of-Home (DOOH) insights, advanced reporting may help marketers move beyond basic KPIs to explore trends in campaign performance and media impact. These tools are designed to support more informed planning and optimization decisions.

Examples of advanced reporting often include tools that go beyond standard metrics to explore how ads influence real-world outcomes. Viant’s offering includes reporting across categories like Conversion Lift, Foot Traffic Attribution, CTV & Video, DOOH, and even sustainability, allowing advertisers to analyze media performance through a broader lens.

Marketers can explore how different channels contribute to sales, how campaigns may impact in-store visits, or how ad exposure aligns with consumer behavior over time. These insights are intended to help teams adjust strategy mid-campaign and evaluate success across various touchpoints more effectively.

Detailed reporting typically refers to granular data views—such as impressions, clicks, or conversions—organized by tactic, audience segment, or placement. While valuable, these reports may focus more on what happened than why it happened. Advanced reporting builds on this by incorporating attribution modeling, lift analysis, and real-world outcome measurement to provide a more holistic view of campaign performance.

Viant’s Advanced Reporting helps advertisers go beyond surface metrics by tying media exposure to results like in-store visits, sales lift, and brand awareness. The goal is to enable smarter optimization decisions by connecting ad delivery to business impact across both digital and offline channels.

Advanced reporting can enhance traffic attribution by identifying which channels, devices, or touchpoints contribute to consumer actions across the funnel. With tools like Multi-Touch Attribution (MTA) and Conversion Lift, advertisers can get a clearer picture of how various exposures influence outcomes such as purchases or site visits.

Viant’s reporting tools use identity-based signals to help map the customer journey across devices, offering a more complete view of attribution than last-click models alone. This can support better-informed decisions around budget allocation and media strategy.

Foot traffic studies help advertisers understand whether their media is driving real-world visits to physical locations. By analyzing anonymized location data and tying it to ad exposure, these studies can suggest how likely it is that a campaign influenced in-store behavior.

Viant’s Foot Traffic Attribution leverages people-based data to estimate the impact of campaigns on visits to points of interest like retail stores or auto dealerships. This type of measurement can be useful for brands aiming to bridge the gap between digital advertising and offline outcomes.

Advanced reporting can provide insights into how TV advertising—particularly CTV—contributes to brand and performance outcomes. Through tools like Conversion Lift and cross-channel reporting, advertisers can evaluate incremental impact by comparing exposed and unexposed audiences.

With Viant’s reporting, media buyers can explore how CTV campaigns perform alongside digital tactics, assess incremental reach, and understand lift across platforms. This helps create a more complete picture of how CTV contributes to overall campaign effectiveness.

CTV and DOOH attribution reports can offer visibility into how campaigns running on connected TVs or digital out-of-home screens influence consumer behavior. Advertisers can track metrics such as reach, frequency, and conversions, and evaluate performance across venues, screens, and formats.

Viant’s reporting tools provide insights that help media teams understand cross-channel impact—whether that’s identifying which DOOH locations drive the most foot traffic or analyzing how CTV exposure contributes to lift in online or offline conversions. These insights can support more strategic planning and optimization.

Viant’s Advanced Reporting offers a range of digital channel reporting options, including insights for CTV, video, display, digital out-of-home (DOOH), and cross-device campaigns. Each report is designed to help advertisers evaluate performance by channel, audience, geography, and more.

From sales attribution to sustainability metrics, advertisers can explore how different channels contribute to both upper- and lower-funnel KPIs. With built-in flexibility and custom reporting options, the platform supports campaign analysis that aligns with a wide range of marketing goals.