Viant is yet another firm with a proprietary audience database, in its case 250 million consumers with deterministic cross-channel identifiers. They’ve just announced a B2B audience product based on data from Dun & Bradstreet, Transunion, Infogroup, HG and PeopleFinders. Marketers will be able to target business professionals based on title, vertical, company size, and location.
Let’s look at some research that contradicts what we think we know.
Factual also tracks device locations. It packages the data for analysis, advertising audiences, and location-based messaging. It just raised $42 million, bringing total funding to $104 million. They currently track about 300 million devices per month.
It’s tough to get brand safety right, but the industry keeps trying. IPG Mediabrands announced a new set of tools to find and block inappropriate ad placements, while IAS expanded its suitability measurements to include standards from the Global Alliance for Responsible Media (GARM). Meanwhile, DoubleVerify admitted a mistake made brand safety on X/Twitter look worse than it really was in October 2023 and March 2024.