Viant Buys Data Collaboration Firm Lockr

In Irvine, California, ad tech company Viant has announced the acquisition of first-party data collaboration platform Lockr.

Viant's platform enables ad buyers to plan, buy and evaluate the success of campaigns, while Lockr's Audience Integration Manager (AIM) technology promises publishers, advertisers and retailers the ability to efficiently manage data flows, maximize audience engagement and drive measurable results.

Viant says the buy will help accelerate industry adoption of its Household ID and IRIS_ID solutions, while helping publishers offer addressable advertising solutions as an alternative to walled gardens. Lockr's CEO Keith Petri (pictured) will continue in the role following the deal, and comments: 'We are excited to join the Viant team. [Viant's] Tim and Chris Vanderhook have been leaders in digital advertising for 25+ years and are proven visionaries on the most critical topics facing the industry right now, including CTV, AI innovation, identity and measurement'.

Vanderhook, CEO of Viant Technology, returns the compliment, describing Petri as 'a well known leader in the AdTech industry, having spent 15 years dedicated to advances in data management'. He comments: 'Addressability is the future of advertising and Viant's acquisition of Lockr is expected to accelerate its arrival across the programmatic ecosystem... Similar to IRIS_ID, we plan to make Lockr's solutions open to the entire ecosystem including other alternative identifiers, as Viant is committed to helping the broader open Internet succeed'.

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.