Cloudy with a Chance of Profit: Firm Launches First Advertising Cloud for Marketers

Cloud computing concept with copy spaceViant, a technology company focused on driving growth for marketers, now offers a comprehensive suite of advertising applications available on-demand, in the cloud.

To that end — helping marketers — Viant has just launched the first ever Advertising Cloud.

“Formerly Interactive Media Holdings, Viant and the Viant Advertising Cloud represent the company’s next phase as a cloud-based technology platform, providing clients with a comprehensive suite of advertising applications available on-demand, in the cloud,” noted a press release shared with MMW. “The newly created Viant Advertising Cloud provides marketers with transparency into their advertising investments and uniquely allows them to link digital ad exposures to transactions happening both online and in-store.”

Return on ad spend is the goal — and Viant execs are very optimistic.

“The exponential increase in return on ad spend with customers utilizing the Viant Ad Cloud is greater than the returns that search, retargeting and behavioral targeting had previously shown when they were first adopted,” said Tim Vanderhook, Chief Executive Officer of Viant. “These results have far exceeded our own expectations and validate the value that a fully integrated, end-to-end advertising cloud provides to marketers. In many cases, our clients are recognizing that they can actually spend less while driving more revenue online and in-store.”

The Viant Advertising Cloud has three main platforms: identity management, media execution, and data analytics.

While the Viant Advertising Cloud has been in beta testing with selected clients since May 2014, it’s managing more than $5 billion in purchase transactions annually.

“Customers utilizing the Advertising Cloud are seeing a 10 to 20 times increase in their return on advertising spend when compared to other digital advertising point solutions they had previously been utilizing,” explained Vanderhook. “This establishes a new benchmark as optimizing to ecommerce alone falls far short given 94 percent of retail transactions occur in store.”