Viant acquires Lockr to enhance ad targeting

IRVINE, Calif. - Viant Technology Inc. (NASDAQ: DSP), a $1.24 billion market cap company known for its connected TV (CTV) and artificial intelligence-powered programmatic advertising, has announced the acquisition of Lockr, a platform specializing in first-party data collaboration. The move, aimed at advancing addressability on the open internet, was made public today during Viant’s fourth quarter 2024 earnings webcast. According to InvestingPro data, Viant has demonstrated strong financial health with impressive revenue growth of 23.73% over the last twelve months.

Lockr, led by CEO Keith Petri, provides a system that allows content owners to gather, enrich, and activate first-party data more efficiently. This acquisition is expected to streamline data integration for publishers, reducing the need for extensive engineering resources and maintenance, and thus speeding up their advertising operations. The company’s strong financial position, with a healthy current ratio of 2.77, suggests it’s well-equipped to integrate and leverage this acquisition effectively.

According to Viant’s CEO, Tim Vanderhook, the addition of Lockr is anticipated to hasten the adoption of Viant’s Household ID and IRIS_ID, while also enabling publishers to offer addressable advertising solutions outside the confines of walled gardens.

The collaboration between Viant and Lockr is seen as a strategic fit, with Petri expressing confidence that the union will foster innovation and yield impactful client solutions. This acquisition aligns with Viant’s vision, which includes a focus on CTV, AI innovation, identity, and measurement.

Viant, which has been recognized for its achievements in the digital marketing space, including awards for Best Demand-Side Platform and AI advancements, continues to push the envelope in programmatic advertising. Lockr’s platform, known for its Audience Integration Manager (AIM), is poised to complement Viant’s offerings by enabling more effective management of data flows and audience engagement.

The financial terms of the acquisition were not disclosed in the press release statement. Viant’s management team provided further details on the acquisition during their earnings webcast, available to interested parties through Viant’s investor relations website.

This acquisition comes at a time when the digital advertising industry is increasingly focused on leveraging first-party data in response to growing privacy concerns and regulatory changes. The integration of Lockr’s capabilities is expected to position Viant favorably in this evolving market landscape. The company’s stock has reflected this positive momentum, delivering an impressive 120.64% return over the past year. For deeper insights into Viant’s valuation and growth prospects, including 12 additional exclusive ProTips, visit InvestingPro, where you’ll find comprehensive analysis and the detailed Pro Research Report covering what really matters for informed investment decisions.

In other recent news, Viant Technology Inc. has announced a partnership with TransUnion (NYSE:TRU) to enhance its identity resolution capabilities, aiming to address challenges in digital advertising, particularly as the industry moves away from cookies. This collaboration will integrate TransUnion’s TruAudience data with Viant’s Household ID technology, allowing advertisers to target 95% of U.S. adults across various channels, including Connected TV. Additionally, Viant has formed a strategic partnership with the Association of National Advertisers, providing the company with access to a network of marketing leaders and contributing to advertising innovation.

JMP Securities recently raised its price target for Viant Technology to $24.00 from $17.00, maintaining a Market Outperform rating. The firm cited Viant’s strong performance and its successful capture of mid-market share, supported by its Direct Access program and Household ID. Canaccord Genuity also increased its price target for Viant to $24.00, up from $22.00, while maintaining a Buy rating. The analyst highlighted Viant’s investment in AI tools and the growing share of programmatic advertising as key drivers for the company’s growth.

Viant’s advancements in AI, particularly with ViantAI, have been recognized as significant catalysts for future growth, with early adoption trends described as encouraging. Both JMP Securities and Canaccord Genuity expressed optimism about Viant’s market position and its potential for continued success, reflecting confidence in the company’s strategic direction and product capabilities.

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