Viant Gets US Patent for Household ID Solution

In the US, ad tech company Viant has been granted a US patent for technology allowing the identification of an Internet connected household (ICH).

Viant's platform enables ad buyers to plan, buy and measure their investments. The firm's Identity Resolution capabilities have linked 115 million US households to more than 1 billion connected devices, and are combined with access to more than 12,000 audience attributes from over 60 people-based data partners.

The newly patented methodology, 'Internet Connected Household Identification for Online Measurement and Dynamic Content Delivery', has been integrated into the company's Adelphic cross-channel programmatic ad platform. Once the firm has identified the ICH, it is able to associate which devices belong to it. Time Vanderhook (pictured), co-founder and CEO of Viant, comments: 'With many devices and browsers limiting user signals and Connected TV becoming critical to media plans, the identification of the household is becoming even more important in the digital ecosystem, something we anticipated years ago when we filed for this patent'.

Web site: www.viantinc.com .

All articles 2006-23 written and edited by Mel Crowther and/or Nick Thomas, 2024- by Nick Thomas, unless otherwise stated.