Viant’s Lockr Adopts Multiple Identity Systems To Boost Addressability Of Internet Advertising

Illustration courtesy of Viant

Viant said its Lockr audience integration management platform has adopted several top identity systems in order to enable enhanced addressability of advertising on the open internet.

Lockr was acquired by Viant in March.

Advertisers using Lockr by Viant can now use Viant Household ID, Yahoo ConnectID, First-ID, The Trade Desk’s EUID and Criteo HEM to target addressable advertising.

Citing data from Sincera, Viant said Lockr now supports five of the top seven ID solutions.

Lockr says it is making it easier for advertisers and publishers to leverage first-party data and create matches across multiple identity schemes while activating addressable ad campaigns. This can be done by Lockr users through Lockr’s self-service interface. Having multiple ID solutions available leads to better targeting, stronger engagement and improved business outcomes, the company said.

“At Lockr, we are dedicated to simplifying first-party data activation for enterprises,” said Keith Petri, CEO and founder of Lockr. “Integrating more alternative IDs into our platform empowers companies to take greater control of their identity strategies and test different approaches to optimize audience value.”

“We’re excited to integrate with Lockr to help publishers enhance monetization through Criteo’s hashed email solution,” added Florent Dancy, manager, supply solutions architect at Criteo. “This integration ensures that publishers can seamlessly tap into stronger monetization in cookieless environments today and in the future.”

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YouTube remained the top video distributor in March according to Nielsen’s monthly report, while Paramount Global and Warner Bros. Discovery got a boost from college basketball’s March Madness.

Paramount increased its share of TV usage to 8.5% from 8.2% in February, jumping into third place. In addition to college basketball, Paramount’s CBS-style dramas Tracker and Matlock continued to attract big audiences, grabbing 10.7 million viewers and 9.2 million respectively. Tracker found five of the top 10 broadcasts in March.

Warner Bros. Discovery, which also carries the NCAA Men’s College Basketball Tournament on its TNT, TBS and TruTV cable channels and its Max streaming service, saw its share jump to 6.7% from 6.1%. WBD also got a boost from The White Lotus and The Pitt on Max. The White Lotus was the No. 4 most-streamed title in March with 4.5 billion streaming minutes. The Pitt generated 2.3 billion streaming minutes.

For the second straight month, YouTube was at the top of the distributors rankings. YouTube had a 12% share in March, compared to 10.6% in February.

The Walt Disney Co. repeated in second place with a 10.5% share for March. Disney benefits from showing the Academy Awards on ABC and Hulu. Disney was also helped by the return of American Idol and strong viewership for World News Tonight.

Fox, which got a boost from the Super Bowl in February, saw its share fall to 7% in March from 8.3% the month before.

Chart provided by Nielsen