The Howdy Glossary

Viant, formerly known as Specific Media after acquiring MySpace in 2011, is a technology company focusing on digital advertising solutions. Its primary product is the Ad Server software, which functions as a demand-side platform (DSP) to deliver targeted advertisements across different websites and mobile applications. By analyzing user interests and behaviors, Viant's software strategically places ads to maximize engagement and conversion rates for advertisers.

Founded by Tim, Chris, and Russell Vanderhook in 1999 as an online ad network, Viant has evolved significantly over time. Today it emphasizes leveraging user data for precision-targeted advertising through its specialized Ad Server software. This platform stands out by offering personalized ad placements driven by detailed behavioral insights, allowing advertisers to reach their most receptive audiences effectively.

Despite facing competition from established companies like Google's DoubleClick Bid Manager and The Trade Desk, Viant distinguishes itself through its nuanced approach to data-driven ad targeting. The company's focus on utilizing comprehensive user data allows it to optimize ad effectiveness and deliver impactful advertising experiences tailored to individual users' interests. This competitive edge enables Viant to provide unique value within the digital advertising ecosystem for advertisers seeking enhanced engagement and publishers aiming for improved revenue through more effective ad placements.