Advanced Data Analytics Platform

An advanced data platform is a centralized system designed to manage and analyze large-scale data from multiple sources. For advertisers, it can provide a structured way to access and interpret data to support media planning, audience segmentation, measurement, and campaign optimization.

Viant’s Data Platform aims to help marketers work with granular data more efficiently by incorporating machine learning and automation tools. The platform is built to support data-driven decision-making and may reduce manual data processing tasks, depending on how it’s implemented.

Viant’s Data Platform is built to support integration of both structured and unstructured data, including customer relationship management (CRM) data, transactional data, and media performance metrics. It can also work with data from various sources such as clean rooms, cloud environments, and programmatic platforms.

This flexibility is intended to help marketers bring together disparate data points in one environment, supporting activities like audience insights, segmentation, and campaign reporting.

Viant’s Data Platform is designed to help marketers better understand performance across multiple channels by linking data from different touchpoints. This can support efforts toward cross-channel attribution, especially when paired with identity solutions such as Viant’s Household ID.

While attribution strategies will vary depending on the advertiser’s setup, the platform enables privacy-conscious data connectivity that can help brands measure marketing effectiveness across channels.

What differentiates Viant’s Data Platform is its integration of a people-based identity framework and machine learning tools within a single environment. It combines the data access capabilities of Viant’s Data Lake with features designed to support reporting, audience segmentation, and automation.

Rather than requiring custom code for analysis, the platform includes tools that can simplify data activation for marketers. Its ability to support clean room integrations also aligns with current privacy and data management trends in digital advertising.

Data privacy and security are core considerations for Viant’s Data Platform. The platform is built to support first-party data onboarding and activation in privacy-conscious environments, including clean rooms.

Clients are encouraged to review data handling processes and work with Viant’s team to understand how their specific data is managed and protected.

Viant’s Data Platform is designed to work with leading clean room providers and cloud environments such as Snowflake. These integrations support secure data collaboration and onboarding for advertisers looking to unify and activate their first-party data.

Additionally, the Data Platform’s focus on automation and reporting may help streamline workflows when paired with existing analytics or media tools, depending on the advertiser’s tech stack.

The Viant Data Platform is suited for mid-sized to large advertisers that are actively investing in data-driven strategies and looking to unify and analyze complex datasets. Businesses with in-house media teams or sophisticated CRM and analytics infrastructures may find the platform especially relevant.

However, adoption depends on each organization’s goals, data maturity, and internal resources. Viant’s team can work with marketers to determine fit based on their specific needs.

Viant offers support from dedicated client success and sales engineering teams to help advertisers onboard and use the Data Platform. This includes technical guidance, training resources, and help with solution implementation based on business objectives.

The level of service may vary depending on the partnership and scope of the engagement, but advertisers can expect collaboration aimed at helping them make the most of their data strategy.