Household ID™ Digital Advertising
Built with performance in mind, the Viant® Household ID™ solution is one of the most scalable and sustainable currencies for the new programmatic digital universe. And it’s actionable today.
Digital Marketing Services for Each Household
In need of a sustainable, scalable way to build relationships with consumers? Viant's Household ID™ technology is the solution. With a strong focus on privacy and the use of privacy-focused identifiers, our Household ID™ solution empowers marketers to reach real people across their devices, whether individuals are at home or on away from home, without the use of cookies.
Leveraging patented technology and built on decades of big data management, Viant's Household ID™ technology cuts through the noise of the more than 1.8 billion IP addresses and other identifiers and translates them into 125 million tangible, meaningful homes that marketers can reach with targeted household advertising.
Scalable
Present in over 80% of bid opportunities today, Viant's Household ID™ technology has more proven scale in reaching cookieless browsers, mobile devices and Connected TV (CTV) environments than any other available identifier.*
Viant’s Bid Stream Dashboard provides a real-time look into the identifiers in the bid stream and how our Household ID™ solution compares, so you can see how it stacks up against alternative identifiers.
While not an identifier in the bid stream, our patented technology can detect, in real time, if the bid request contains a Viant Household ID™ profile, which can be transacted on through the Viant DSP.
Addressable
At the heart of the identity resolution capabilities, Viant's Household ID™ technology empowers marketers to target multiple connected devices within the same residence, whether their owners are at home or on the go.
- Reach addressable audiences across 115 million homes with real individuals
- Scalable access to premium supply across all channels
- Insights from over 70 data partner integrations
THE BID STREAM DASHBOARD
The dashboard below provides a summary of the identifiers that are currently available in Viant's programmatic bid stream as well as those that are in development. Included within the dashboard is the Viant Household ID™* solution, which is actionable in the Viant DSP, allowing marketers to pull the plug on cookies while reaching even more consumers and driving better performance.
Monthly Presence by ID
| ID Solutions | % of OpenRTB Presence |
|---|---|
| Viant HHID | |
| Viant Household ID | |
| Viant HHID | |
| Cookie | |
| MAID | |
| Company ID |
Presence by Channel
| Channel | Viant HHID | Cookie | MAID | Company ID |
|---|---|---|---|---|
| Connected TV | ||||
| Smart Phone | ||||
| Personal Computer | ||||
| Tablet | ||||
| Grand Total |
Presence by Device Manufacturer (Top 5)
| Manufacturer | Viant HHID | Cookie | MAID | Company ID |
|---|---|---|---|---|
| Apple | ||||
| Roku | ||||
| Generic | ||||
| Samsung |
Presence by Operating System (Top 5)
| Operating System | Viant HHID | Cookie | MAID | Company ID |
|---|---|---|---|---|
| Roku OS | ||||
| iPhone OS | ||||
| Android | ||||
| Windows | ||||
| Tizen |
Presence by App vs. Web
| Type | Viant HHID | Cookie | MAID | Company ID |
|---|---|---|---|---|
| App | ||||
| Web | ||||
| Grand Total |
Presence by Browser (Top 5)
| Browser | Viant HHID | Cookie | MAID | Company ID |
|---|---|---|---|---|
| Safari | ||||
| Chrome Mobile | ||||
| Chrome Desktop | ||||
| App or Unknown | ||||
| Tizen Browser |
Presence by Company ID (Top 5)
| Company ID | Viant HHID | Cookie | MAID | Company ID |
|---|---|---|---|---|
| Not Present | ||||
| ID5,Other,RampID | ||||
| ID5,Other,RampID,UID2 | ||||
| Other |
*While not an identifier in the bid stream, our patented technology can detect, in real time, if the bid request contains a Viant® Household ID™ profile, which can be transacted through the Viant DSP.
Success Story
Hotel Company Lowers CPA with Viant
Learn how the advanced reporting in Viant’s omnichannel DSP helped the hotel company generate 92% lift in walk-in stays and 71% lift in advance bookings.
$1.61 ROAS (RETURN ON AD SPEND)
92% LIFT IN WALK-IN STAYS
71% LIFT IN ADVANCE BOOKINGS
HOUSEHOLD ID™ TECHNOLOGY FAQ
What is Household ID™ Technology, and how does it work?
Viant’s Household ID™ Technology is a cookieless identity solution designed to help advertisers reach and measure audiences at the residence level. Rather than relying on third-party cookies, it uses a combination of deterministic and probabilistic data signals—such as IP addresses, device IDs, and offline data—to create a privacy-conscious identifier that may enhance audience targeting and measurement.
How does Household ID™ Technology improve household targeting for advertisers?
Household ID™ Technology is designed to help advertisers reach audiences more effectively across multiple devices within a household. This approach can support more consistent ad delivery across CTV, desktop, and mobile, creating a more seamless consumer experience.