Digital Identity Resolution Technology Software & Services
With Viant's DSP, marketers have no need to look for a separate identity resolution provider. Viant's full identity resolution capability is built directly into our software, empowering marketers to identify customers no matter what device they're using. Without using cookies, marketers can create people-based segments for personalized messaging and perform closed-loop measurement, allowing them to truly understand their customers.
Why Identity Resolution Software Matters for Modern Marketers
In today's privacy-first digital landscape, identity resolution software has become essential for brands seeking to maintain meaningful customer relationships. As third-party cookies phase out and privacy regulations tighten, these platforms offer the infrastructure needed to connect customer touchpoints without compromising data protection standards.
This identity resolution software enables marketers to:
- Unify fragmented customer data across devices, browsers, and platforms into cohesive profiles
- Improve targeting accuracy by connecting anonymous browsing behavior to known customer identities
- Enhance personalization through a complete view of customer preferences and purchase history
- Measure campaign effectiveness with attribution that follows customers across their entire journey
- Maintain marketing effectiveness while respecting consumer privacy through consent-based matching
When evaluating vendors, marketers should prioritize platforms that combine deterministic matching capabilities with robust privacy protections. Viant's identity resolution software integrates with existing marketing technology stacks, providing real-time identity matching that powers both campaign activation and performance measurement.
Deterministic Matching
Viant's identity resolution capabilities include numerous strategic supply and data integrations, large-scale DSP activity, and activation across 1 billion known devices. Viant's identity graph receives millions of deterministic identification events and billions of real-time signals that help create, authenticate and enrich Viant® Household ID™ profiles.
People-Based Identity
While other DSPs claim to be people-based or identity-based, Viant's DSP has the true deterministic data to back it up. Our offline data is made up of real-world touchpoints, which are deterministically linked with addressable online identifiers to provide a people-based, omnichannel marketing approach, enabling marketers to reach target audiences with a personalized consumer experience. The residence-level identifiers we are able to leverage via Viant's Household ID™ technology come from every partner and publisher that we have worked with over our long history, a list that we continue to grow.
Deep Integrations
Integrations with more than 150 supply and data partners within Viant's identity graph are matched to create one of the largest pools of identity data and it's available to Viant users.
Householding®
With browser and device identifiers in question going forward, and with so many purchase decisions being made at the residence level, it has become critical for marketers to be able to target these homes.
Viant's Household ID™ technology allows marketers to target multiple connected devices within the same home, including TVs, smartphones, tablets, laptops, smart speakers and more. Marketers can also collect, track and report on actionable data, allowing them to better understand their customers and optimize their campaigns as needed.
Privacy & Security
Viant makes data protection a top priority, and strives to comply with internal and external regulations when classifying, labeling and encrypting data and supports applicable advanced hashing protocols. As such, Viant's identity graph is built on a foundation of direct consumer relationships and user consent with advanced opt-out capabilities to endeavor to keep privacy and security on the forefront.
Why Viant's Identity Resolution Services Drive Marketing Performance
Selecting the right identity resolution partner requires careful evaluation of technical capabilities, data quality, privacy standards, and integration flexibility. Viant's people-based platform delivers the scale and accuracy marketers need to connect customer touchpoints and drive measurable business outcomes.
What Sets Viant Apart
Unmatched Scale and Household-Level Precision
Viant's identity graph connects billions of devices across hundreds of millions of U.S. households using deterministic, people-based data. Unlike probabilistic models that rely on guesswork, our household-level approach ensures accuracy rates that consistently exceed industry benchmarks. We maintain transparency about our data sources and provide clients with detailed match rate reporting to validate performance.
Seamless Technology Integration
Our platform integrates natively with leading DSPs, CRMs, data warehouses, and analytics tools, reducing implementation time from months to weeks. Viant's robust API infrastructure enables real-time identity matching across all marketing channels, with data refresh rates that keep customer profiles current. Whether you're activating audiences, measuring campaign performance, or enriching first-party data, our technology stack connects effortlessly with your existing systems.
Privacy-First Architecture
Viant builds privacy protections directly into our technology, not as compliance afterthoughts. Our platform supports comprehensive consent management, enterprise-grade data encryption, and granular opt-out mechanisms that exceed GDPR, CCPA, and emerging privacy requirements. As regulations evolve, our infrastructure adapts automatically to maintain both marketing effectiveness and consumer trust.
Advanced Attribution and Measurement
Viant's identity resolution capabilities power multi-touch attribution that connects ad exposures to conversions across devices and channels. Our closed-loop measurement approach reveals true marketing ROI by following customers through their entire journey—from initial awareness to final purchase. This visibility enables confident budget optimization and accurate channel performance assessment.
Real-Time Identity Matching
Speed matters in modern marketing. Viant processes identity signals in real-time, updating customer profiles and activating audiences instantly for personalized experiences. Our low-latency infrastructure eliminates the delays that cause missed opportunities and irrelevant messaging, ensuring your campaigns reach the right person at the right moment.
Dedicated Partnership and Support
Viant's customer success goes beyond technology licensing. Our team provides comprehensive onboarding, strategic guidance, and ongoing optimization to maximize your platform investment. From technical implementation to campaign strategy, we partner with your team to achieve measurable performance improvements.
How Viant Is Shaping the Future of Privacy-First Identity
The marketing landscape continues to evolve as privacy regulations expand, browser policies change, and consumer expectations shift. Viant is leading this transformation by building technology that maintains marketing effectiveness while respecting consumer privacy preferences, not as competing goals, but as complementary imperatives.
Empowering First-Party Data Strategies
Viant prioritizes first-party data activation, helping brands build direct customer relationships that don't depend on third-party cookies or external data sources. Our platform ingests, unifies, and activates brand-owned customer data at scale while maintaining data quality through automated hygiene protocols. This approach gives marketers sustainable competitive advantage as the industry moves beyond cookie-based tracking.
Privacy-Enhancing Technologies Built In
Viant incorporates advanced privacy protections—including differential privacy and secure computation methods—directly into our infrastructure. These technologies enable precise audience targeting while mathematically limiting individual consumer identification. As global regulations tighten, our technical approach to privacy provides both compliance assurance and marketing performance, giving clients confidence their campaigns meet evolving standards.
Leading Industry Interoperability
Viant actively participates in developing industry standards for authenticated traffic and identity framework collaborations. Our commitment to interoperability ensures seamless data synchronization across the marketing ecosystem while maintaining privacy protections. This leadership position means our clients benefit from emerging standards first, gaining early-mover advantages in efficiency and reach.
AI-Powered Accuracy and Fraud Prevention
Our platform leverages artificial intelligence to improve matching precision, detect identity fraud, and predict customer behavior patterns. Machine learning models continuously refine identity linking while reducing false matches—critical capabilities as identity signals fragment across platforms. This intelligence layer delivers higher campaign performance and lower wasted spend.
Hybrid Targeting for Maximum Flexibility
Viant combines deterministic identity matching with contextual targeting strategies, using identity data where available and appropriate while leveraging contextual signals in privacy-restricted environments. This hybrid approach ensures marketing effectiveness across all scenarios—from logged-in user experiences to privacy-forward browser contexts—without compromising performance.
The Viant Advantage
Our long-term success stems from balancing marketing effectiveness with genuine respect for consumer privacy. We invest heavily in privacy-enhancing technologies, maintain complete transparency about our data practices and matching methodologies, and partner with clients to navigate the evolving privacy landscape confidently.
OMNICHANNEL MARKETING FAQ
What is identity resolution and why is it important for modern marketing?
Identity resolution is the process of connecting fragmented customer data across multiple devices, browsers, and platforms to create unified customer profiles. As third-party cookies phase out and privacy regulations like GDPR and CCPA tighten, identity resolution has become essential for maintaining personalized customer experiences without compromising data protection.
Viant's identity resolution software enables marketers to unify anonymous browsing behavior with known customer identities, improve targeting accuracy, and measure campaign effectiveness across the entire customer journey. By using deterministic matching based on real-world touchpoints rather than probabilistic guesswork, Viant's platform delivers household-level precision that consistently exceeds industry benchmarks.
How does Viant's Household ID™ technology improve campaign targeting?
Viant's Household ID™ technology allows marketers to target multiple connected devices within the same household, including TVs, smartphones, tablets, laptops, and smart speakers. Since many purchase decisions are made at the residence level rather than by individual devices, household-level targeting has become critical for modern marketing effectiveness.
This approach provides several key advantages. First, it eliminates the guesswork of probabilistic matching by using deterministic data from real-world touchpoints.
Second, it enables marketers to deliver consistent, personalized messaging across all devices in a home, creating seamless omnichannel experiences.
Third, it allows for more accurate measurement and attribution by connecting ad exposures to conversions at the household level.
Viant's identity graph connects billions of devices across hundreds of millions of U.S. households, giving marketers the scale needed to reach target audiences effectively while maintaining privacy compliance through advanced consent management and opt-out mechanisms.
What makes Viant's identity resolution different from other identity solutions?
While many DSPs claim to offer identity-based targeting, Viant's platform is built on true deterministic data rather than probabilistic models. Our offline data consists of real-world touchpoints that are deterministically linked with addressable online identifiers, providing genuine people-based, omnichannel marketing capabilities.
Viant's identity graph receives millions of deterministic identification events and billions of real-time signals that help create, authenticate, and enrich Household ID™ profiles. With integrations across more than 150 supply and data partners, Viant maintains one of the largest pools of identity data available.
Unlike cookie-dependent solutions, Viant's platform operates without third-party cookies, future-proofing your marketing strategy.
Our real-time identity matching processes signals instantly, updating customer profiles and activating audiences for personalized experiences without the delays that cause missed opportunities. This combination of scale, accuracy, and speed—backed by privacy-first architecture sets Viant apart from other identity resolution providers.
How does Viant ensure privacy compliance with identity resolution?
Viant makes data protection a top priority and builds privacy protections directly into our technology, not as compliance afterthoughts. Our platform is built on a foundation of direct consumer relationships and user consent, with advanced opt-out capabilities that keep privacy and security at the forefront.
Viant's infrastructure supports comprehensive consent management, enterprise-grade data encryption, and granular opt-out mechanisms that exceed GDPR, CCPA, and emerging privacy requirements.
We incorporate privacy-enhancing technologies including differential privacy and secure computation methods directly into our platform. These technologies enable precise audience targeting while mathematically limiting individual consumer identification. As regulations evolve, our infrastructure adapts automatically to maintain both marketing effectiveness and consumer trust.
Can Viant's identity resolution services integrate with my existing marketing technology stack?
Yes, Viant's platform integrates seamlessly with your existing marketing technology infrastructure. Our identity resolution software connects natively with leading DSPs, CRMs, data warehouses, and analytics tools, reducing implementation time from months to weeks. Viant's robust API infrastructure enables real-time identity matching across all marketing channels, with data refresh rates that keep customer profiles current.
Whether you're activating audiences, measuring campaign performance, or enriching first-party data, Viant's technology stack connects effortlessly with your existing systems. Our platform ingests, unifies, and activates brand-owned customer data at scale while maintaining data quality through automated hygiene protocols. This seamless integration ensures you can leverage Viant's identity resolution capabilities without disrupting your current workflows.
Additionally, Viant actively participates in developing industry standards for authenticated traffic and identity framework collaborations, ensuring data synchronization across the marketing ecosystem while maintaining privacy protections. Our customer success team provides comprehensive onboarding and technical implementation support to maximize your platform investment.
How does an omnichannel marketing platform improve customer engagement?
An omnichannel marketing platform enhances customer engagement by delivering personalized, consistent experiences across multiple touchpoints—including CTV, display, mobile, social, and programmatic ads. Unlike siloed marketing approaches, an omnichannel strategy unifies data to help ensure cohesive messaging regardless of where a customer interacts with a brand.
By integrating customer behavior insights, dynamic creative optimization (DCO), and real-time bidding (RTB), brands can maximize relevance and engagement across digital channels. This approach not only improves brand recall and conversions but also reduces ad fatigue by ensuring the right message reaches the right audience at the right time.
How does omnichannel marketing differ from multichannel marketing?
The key difference between omnichannel marketing and multichannel marketing is integration. Multichannel marketing uses multiple independent channels (social, search, email, display ads), but they often operate in silos without a unified customer journey.
Omnichannel marketing, however, synchronizes all channels to create a seamless and personalized experience. By leveraging cross-channel attribution, identity resolution, and AI-driven audience insights, an omnichannel approach helps ensure customers receive consistent messaging and retargeting regardless of how they engage with a brand. This can help drive higher conversion rates, better engagement, and improved customer retention.
How do omnichannel marketing services help with audience segmentation?
Omnichannel marketing services leverage AI, first-party data, and cross-device tracking to create granular audience segments based on behavior, demographics, and purchase intent. By integrating data from multiple sources—including CTV, mobile, social, and programmatic advertising—advertisers can build dynamic customer profiles that update in real time. This AI-powered segmentation allows brands to deliver personalized messaging and optimize engagement by ensuring ads reach the most relevant audiences across channels.
With advanced segmentation tools, brands can target high-intent users, suppress irrelevant audiences to minimize wasted ad spend, and personalize ads based on engagement history. Additionally, predictive analytics and real-time bidding (RTB) enhance targeting precision, improving conversion rates and campaign efficiency. By combining AI-driven audience segmentation and omnichannel data, advertisers can maximize ad relevance, boost engagement, and drive higher ROI from their programmatic campaigns.
What are the key performance metrics for measuring omnichannel campaign success?
Measuring omnichannel campaign success requires tracking both engagement and conversion metrics to evaluate performance across multiple touchpoints. Customer Acquisition Cost (CAC) helps assess the efficiency of ad spend, while Return on Ad Spend (ROAS) measures the revenue generated per dollar spent. Cross-channel attribution and multi-touch attribution are critical for understanding how different ad interactions contribute to conversions. Other key indicators, such as Conversion Rate (CVR) and Engagement Rate (CTR, video views, time spent), reveal how effectively your ads are driving user actions.
Beyond short-term performance, Lifetime Value (LTV) is essential for assessing the long-term impact of omnichannel strategies. Brands can use AI-driven analytics and real-time reporting to measure incremental lift, optimize targeting, and improve campaign efficiency. By leveraging multi-touch attribution and predictive analytics, advertisers can refine their programmatic omnichannel strategy to drive higher engagement, better conversion rates, and maximized ROI.
What industries benefit the most from omnichannel marketing solutions?
Industries that rely on data-driven audience targeting and cross-device engagement can benefit the most from omnichannel marketing solutions. Retail and eCommerce brands can use dynamic product ads and retargeting to potentially drive conversions across search, social, and display networks. Healthcare and pharma companies can leverage HIPAA-compliant omnichannel strategies to engage patients while ensuring privacy compliance. Similarly, financial services brands can use AI-powered personalization to target high-value customers across devices, potentially improving both customer acquisition and retention.
Other industries that can see significant gains include automotive, where programmatic ad sequencing guides potential buyers from awareness to purchase, and media & entertainment, where CTV, OTT, and video ad campaigns can boost engagement and subscriptions. By utilizing AI-powered targeting, real-time personalization, and identity resolution, these industries can achieve higher engagement, improved attribution, and more effective customer retention across all digital channels.
What challenges do businesses face when implementing an omnichannel strategy?
Implementing an omnichannel marketing strategy can present several challenges for businesses. One primary obstacle is the integration of fragmented data across various channels. Without a unified system, consolidating customer information from e-commerce platforms, social media, and in-store interactions becomes complex, hindering the creation of a seamless customer experience. Additionally, the lack of a centralized data platform can lead to inconsistent messaging and missed opportunities for personalization.
Another significant challenge can be the alignment of internal teams and processes. Ensuring that marketing, sales, and customer service departments collaborate effectively is crucial for a cohesive omnichannel approach. Disjointed efforts can result in channel conflicts, inconsistent customer interactions, and operational inefficiencies. Moreover, the rapid evolution of digital channels requires businesses to adapt quickly, making it essential to have agile strategies in place.
Viant addresses these challenges by offering AI-powered programmatic advertising solutions that can unify data across all channels. Viant’s platform enables advertisers to plan, execute, and measure campaigns with elite precision, helping ensure consistent messaging and personalized customer experiences. By leveraging Viant's technology, businesses can better overcome data fragmentation and streamline internal processes, driving a more effective omnichannel strategy.
Success Story
HOTEL COMPANY LOWERS CPA WITH VIANT
Learn how the advanced reporting in Viant's omnichannel DSP helped the hotel company generate 92% lift in walk-in stays and 71% lift in advance bookings.
$1.61 ROAS (RETURN ON AD SPEND)
92% LIFT IN WALK-IN STAYS
71% LIFT IN ADVANCE BOOKINGS
