Direct Audience Segmentation Tools
Delivering relevant advertising to consumers is key to any marketing strategy. But to do so, you must truly know your customers. Audience segmentation capabilities in Viant's DSP allow you to access segments based on where your customers shop, what their interests are and which connected devices they use. You can then create custom audience segments in Adelphic by selecting desired data attributes from Viant and integrated partners' data. All audience segments built leveraging Viant data are based on real people, never cookies.
Focus On Consumer Targeting
Keep up with consumers, even as their circumstances and needs change. Our direct integrations with Viant data in Adelphic are built on persistent, long-term identifiers, which allow you to handle the evolving consumer journey that takes place throughout various life events. Then, our audience insights can help you understand which attributes skew highest or lowest with your audience.
Extend Reach
The people-based lookalikes tool in Adelphic helps you create segments by identifying consumer profiles with known attributes that mirror individuals within your customer lists or existing custom audience segments.
Activate Across Verticals
Our 70+ strategic data partners allow you to access data in Adelphic for every key vertical, including (but not limited to) retail, consumer packaged goods (CPG), auto and more, and then to create an audience for every campaign need.
What Sets an Audience Segmentation Tool Apart?
Audience segmentation tools should provide a clear path from raw data to measurable business outcomes. The most effective platforms are defined by four key capabilities:
Unified Data Integration
True segmentation begins with a holistic view of the consumer. Leading tools go beyond siloed information by unifying disparate sources—including first-party CRM data, offline purchase history, and third-party insights—into a single, cohesive framework.
People-based identifiers like the Viant Household ID™ allow marketers to move past unstable cookies and build segments rooted in real-world behaviors across all devices.
From Insight to Meaningful Action
Segmentation is only as valuable as its ability to be activated. A superior tool bridges the gap between analysis and execution, allowing advertisers to instantly translate audience discoveries into omnichannel campaigns.
Whether it’s suppressing existing customers to focus on acquisition or re-engaging high-value shoppers, the right platform ensures that every segment is purpose-built for immediate, high-impact activation.
Real-Time and Predictive Intelligence
Consumer needs evolve in an instant. Modern segmentation tools utilize AI and machine learning to deliver real-time signals and predictive insights. By analyzing billions of data points, these tools help marketers anticipate future intent, allowing for more precise targeting that reaches the right household at the most influential moment of their journey.
A Customizable Framework
No two brands have the same objectives. An elite segmentation solution offers a customizable framework that adapts to your specific vertical and KPIs. From building lookalike audiences that mirror your best customers to creating bespoke segments based on niche interests or television viewership, a flexible infrastructure ensures your targeting strategy is as unique as your brand.
ATHLETIC FOOTWEAR BRAND GOES COOKIELESS WITH VIANT
Learn how Viant's omnichannel DSP, powered by performance-enhancing insights from our data lake, generated 1.8x ROAS and 98% lift in store visits.
