The entire digital revolution has been based on the idea that computers and software can free us from repetitive tasks. Instead we can use our time for more fulfilling, more creative work. We are bringing path-breaking innovation to programmatic advertising to realize that same promise. You may be wondering, doesn't programmatic do that already? Yes and no.
The programmatic universe is getting more complex each day. And as the metaverse takes shape, that complexity will only increase. There are millions of websites and apps and a ton of streaming channels.
Now multiply all those combinations with hundreds of thousands of different audience segments, and you quickly get to an ecosystem that is too much for any person, even if they had all the time in the world, which none of us do. After all, nothing costs media buyers more than labor. We decided to fix that. We're building an autonomous advertising engine to set up, monitor, and optimize programmatic buying. Think of it like a self-driving car.
Enter your destination, and the car takes care of the rest. Autonomous advertising follows the same principle. You'll enter a budget and an expected return on ad spend.
The system takes care of everything else. This is the dawn of a new era in programmatic, and it will dramatically simplify buying, slashing the time commitment, improving results all at the same time autonomous advertising won't take away your job it will take away the part of your job you hate in its place you'll gain the time to create an experiment with breakthrough ideas that's what marketers are best at after all let the software take care of the mundane pieces of your job autonomous advertising will also introduce marketers to audiences they hadn't considered augmenting the best media planning instincts with AI to find new areas of opportunity that cost-effectively grow your target audience. Kind of like recommendations from your TV streaming service of choice.
We'll achieve this by combining machine learning skill at taking care of repetitive tasks and AI's knack for predictive intelligence. While we're still working on achieving true autonomous advertising, we've built all the essential underpinnings. Already today, traders can rely on our Adelphic DSP to automatically deliver ads with the highest potential for return on ad spend.
Machine learning is addressing fraud and viewability on every impression as well. Once it's mature, autonomous advertising will be like having a powerful AI analyst at your side, helping you uncover patterns, surface trends, and make decisions faster. But building this new world requires a unique foundational technology that's called a people-based identity resolution. People-based datasets are highly accurate. They're persistent, and they enable RDSP to measure in-store sales, not just e-commerce transactions.
They're not impermanent digital identifiers that come and go. And by combining people-based targeting and a household approach, Viant has built a closed-loop system that can accurately attribute sales to media exposure. And that people-based spine is critical to the more decentralized, more fragmented future of the web and of media consumption. Both will depend on advertisers, who are always looking for better returns at lower cost. And that's exactly what autonomous advertising will deliver.
By putting this better tool in the hands of media planners, we can make it easy to buy an ad anywhere and measure its impact, letting advertisers reach new heights of creativity underpinned by newfound speed and agility. And that's what will bring about a more efficient, more transparent, and effective future for the new open web.