Custom CRM Onboarding
With a Viant account, you can onboard and match your customer database against 250 million U.S. registered users in seconds at no cost.
First-Party Data Onboarding Capabilities
Incorporating first-party data into your marketing strategies is crucial - it's the most valuable data your brand has access to. Onboard customer lists and instantly have a view into your customers' top attributes, transform lists into targeting segments and easily activate these customer segments in Viant's DSP. Best of all, it's completely free for Viant users.
Upload
Onboarding your own first-party data in the Viant DSP does not require a separate data management platform. Our simple interface allows you to upload audience data with ease, including uploading multiple lists at the same time with the ability to create a unique segment or build lookalike segments for each, and our adaptable parameters let you receive customer lists in MD5 or Sha256 hashed formats.
Gain Robust Insights
Get to know your customers by unlocking robust audience insights that provide an understanding of their known attributes, like the shows they watch or products they buy. Viant's direct integrations with key data partners like NCS, Experian and Neustar provide you with a view into meaningful vertical attributes. These audience insights can empower you to extend your reach by creating segments on the fly.
Activate
With Viant, seamlessly activate your onboarded segments and measure performance for a holistic, deterministic approach. Our intuitive, self-service interface helps you understand exactly how customer segments perform by measuring campaign results directly.
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CRM Onboarding FAQ
What is data onboarding and how does it enhance CRM targeting and audience segmentation?
Data onboarding is the process of transferring offline customer data—such as email addresses, purchase histories or loyalty data—into digital environments for marketing use. For CRM systems, onboarding can enhance existing customer profiles and enable more informed audience segmentation based on real-world behaviors. With Viant, onboarded data may be matched to Viant’s Household ID™ Technology for omnichannel activation across channels like Connected TV (CTV), digital audio, DOOH and more—helping advertisers improve CRM targeting efforts.
How does custom CRM onboarding streamline onboarding customer data across marketing platforms?
Custom CRM onboarding solutions, such as those offered by Viant, are designed to simplify the activation of customer data by integrating directly with CRM systems and enabling deterministic matching to digital identifiers. This can streamline the process of syncing customer records across marketing platforms, support stronger match rates, and help maintain consistency in audience targeting across programmatic, social, and direct publisher channels.
What role does first-party data onboarding play in building a future-proof client database strategy?
Onboarding first-party data is an important step in preparing for a cookieless future. By onboarding CRM data anchored in persistent identifiers—like hashed emails or phone numbers—brands can reduce reliance on third-party cookies. Viant’s cookieless infrastructure, powered by Viant’s Household ID™ Technology, supports first-party data strategies that are more durable and privacy-conscious, helping businesses future-proof their client databases and audience segmentation capabilities.
How do data onboarding platforms support CRM users in media and entertainment campaigns?
Data onboarding platforms can help media and entertainment brands activate their CRM data for digital advertising campaigns based on ticketing behavior, content preferences or subscription history. Viant’s platform supports CRM users by facilitating privacy-compliant identity resolution and enabling addressable campaigns across CTV, mobile and digital video channels—providing more opportunities for audience reach and engagement, while acknowledging results may vary depending on execution and targeting parameters.
What are the benefits of CRM data onboarding for DOOH advertising and programmatic media buying?
By onboarding CRM data, advertisers can apply real-world customer insights to digital out-of-home (DOOH) and programmatic campaigns. Viant’s platform helps connect CRM audiences to Viant’s Household ID™ Technology, enabling activation across DOOH screens and other channels. While outcomes depend on data quality and media execution, onboarding can support more informed targeting and measurement strategies in omnichannel environments.
How does audience onboarding improve personalization through buy-side CRM solutions?
Audience onboarding can enable buy-side marketers to activate CRM segments for more tailored messaging based on behaviors like past purchases or brand interactions. With Viant’s tools, advertisers can reach these audiences across CTV, display, audio and more, while enhancing personalization efforts. However, the level of personalization and performance achieved will depend on factors like creative execution, audience accuracy, and media strategy.
What’s the difference between onboarding offline client data and cookie-based onboarding methods?
Offline client data onboarding often uses persistent, privacy-compliant identifiers such as emails or physical addresses, whereas cookie-based methods rely on browser-based tracking—which is becoming less effective due to privacy regulations and browser changes. Viant supports offline data onboarding through Viant’s Household ID™ Technology, which does not rely on third-party cookies and is built to support more stable, cookieless activation strategies.
Which data onboarding services are best for integrating segmented audience databases into an onboard CRM system?
The most effective data onboarding services typically offer strong identity resolution capabilities, privacy-first design, and cross-platform integration. Viant’s onboarding solutions are designed to help businesses connect CRM segments to digital channels using Viant’s Household ID™ Technology, though outcomes will depend on the quality of the data and the goals of the campaign.
How can B2B data onboarding improve onboarding campaigns and targeted marketing strategies?
In B2B marketing, onboarding CRM data can help align firmographic details—such as industry or job title—with digital identifiers for more targeted outreach. With Viant, B2B marketers can onboard CRM records and attempt to reach decision-makers across digital channels, including CTV and mobile. While results may vary, this approach can support more informed ABM and retargeting efforts in B2B environments.
What should businesses consider when selecting a data onboarding tool or onboard data platform?
When evaluating onboarding platforms, businesses should consider privacy compliance, match rate transparency, support for first-party data, and integration capabilities. Viant offers a privacy-conscious solution with deterministic matching, direct integrations and measurement support. However, as with any technology partner, businesses should assess their specific goals, data quality and internal processes to determine fit and expected outcomes.