Viant adds purchase-based targeting for CPG ads
The ad tech firm now lets advertisers direct ads based on weekly household-level CPG purchases, and on repurchase cycles.
Viant, the Meredith Corporation-owned ad tech company, is out with additional ways that CPG (consumer packaged goods) advertisers can target consumers through learning their purchase patterns.
The company’s solutions are powered by its newly expanded partnership with CPG-focused market research company IRI, combined with Viant’s own 250 million registered users. Viant also said it is the first ad tech firm to partner with specialty beverage retailer BevMo! for its data on aggregate purchase cycles.
Viant’s Sales Tactic Optimization is not new, but it is now available for the first time for CPG, on a weekly basis rather than monthly or less frequently. Employed previously by Viant for other verticals like autos, it provides advertisers with weekly aggregate data on actual store visits and in-store sales so campaigns can be modified as they run, with data about the top-selling products.