Viant Technology Announces Acquisition of Lockr

Viant’s Strategic Acquisition will Advance Addressability in the Open Internet 

IRVINE, Calif., March 3, 2024 — Viant Technology Inc. (NASDAQ: DSP), a leader in CTV and AI-powered programmatic advertising, today announced it acquired Lockr, the first-party data collaboration platform built to enable content owners to collect, enrich, and activate first-party data. Keith Petri will continue to lead Lockr as its CEO.

“Addressability is the future of advertising and Viant’s acquisition of Lockr is expected to accelerate its arrival across the programmatic ecosystem, ” said Tim Vanderhook, CEO of Viant Technology. “The company’s founder, Keith Petri, is a well known leader in the AdTech industry, having spent 15 years dedicated to advances in data management. Keith’s trusted expertise aligns seamlessly with our vision for the future. 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 entire open internet succeed.”

Publishers and content owners who partner with Lockr can integrate their first-party data seamlessly and enable a number of alternative ID partners in the programmatic ecosystem. Without Lockr, data integrations with publishers typically require significant engineering resources, software deployment, and maintenance. Lockr significantly reduces the time and resources needed for data integrations, helping publishers accelerate their advertising business by leveraging first-party data. 

What’s more, Lockr enables the application of first-party data as a signal in the bid-stream, propagating the addressability of ad campaigns, while maintaining privacy law compliance. Viant’s acquisition of Lockr is expected to accelerate industry adoption of both Viant’s Household ID and IRIS_ID while helping publishers offer addressable advertising solutions as an alternative to walled gardens.

“We are excited to join the Viant team,” said Keith Petri, Founder and CEO of Lockr. “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. The combination of Viant and Lockr is sure to accelerate innovation and deliver impactful client solutions.”

Viant management discussed the acquisition on Viant’s fourth quarter 2024 earnings webcast, held today at 2 pm Pacific Time (5:00 p.m. Eastern Time). Interested parties may access the webcast through Viant’s investor relations website at https://investors.viantinc.com.

ABOUT VIANT TECHNOLOGY
Viant Technology Inc. (NASDAQ: DSP) is a leader in AI-powered programmatic advertising, dedicated to driving innovation in digital marketing. Our omnichannel platform, built for Connected TV (CTV), allows marketers to plan, execute, and measure their campaigns with unmatched precision and efficiency. With the launch of ViantAI, Viant is building the future of fully autonomous advertising solutions, empowering advertisers to achieve their boldest goals. Viant was recently awarded Best Demand-Side Platform by MarTech Breakthrough, recognized as a Great Place to Work®, and received the Business Intelligence Group’s Innovation Award for AI Advancements.

ABOUT LOCKR
Lockr delivers the essential infrastructure for first-party data collection, enrichment, and activation. Its Audience Integration Manager (AIM) empowers publishers, advertisers, and retailers to efficiently manage data flows, maximize audience engagement, and drive measurable results.

Media Contact:
Marielle Lyon
press@viantinc.com