Viant Launches Campaign Targeting / Measurement Tools

In the US, ad tech company Viant has launched two tools: Sales Tactic Optimization and Purchase Cycle Targeting, to help CPG marketers improve their targeting and measurement capabilities during the flight of a campaign.

Viant enables marketers to plan, execute and measure their digital media investments through a cloud-based platform which it says offers access to more than 250 million registered users in the US. The new Sales Tactic Optimization tools taps the firm's partnership with consumer data giant IRI, to give Viant's clients a data feed on both store visits and in-store sales, enabling CPG marketers to identify the segments with the most sales activity and use purchase data to optimize during a campaign. The new Purchase Cycle Targeting solution has been designed to help CPG marketers understand the purchase cycles of their various products, and deliver messaging at the likely points of repurchase.

CMO Jon Schulz (pictured) comments: 'Viant is creating a deeper integration for CPG marketers looking to improve their targeting and measurement capabilities during the flight of a campaign. Our unique ability to define the purchase cycle with deterministic data and understand which audience segments and channels are driving higher return enables marketers to maximize offline sales by targeting the right message on the right device at the optimal time and shift campaign spend accordingly'.

Web site: www.viantinc.com .