Markitecture Interview with Tim Vanderhoek, CEO of Viant

Introduction

• Interview hosted by Ari Papero.
• Guest: Tim Vanderhoek, co-founder and CEO of Viant.
• Viant: Public company, ad tech player since August 1999.
• Co-founded with Tim's brothers, Chris and Russ.

Viant Overview

• Viant's primary product: Adelphic DSP (Demand Side Platform).
  • Acquired in 2018.
  • Transitioned from a mobile-focused DSP to multi-channel.
• Specializes in connected television (CTV).
• Distinct for its data foundation; uses a people-based DSP approach.
  • Avoids cookies or digital identifiers.
  • Uses "household identification" for aggregating data.

DSP Market Strategy

• Self-serve DSP platform primarily.
  • Three-quarters of users are self-service.
  • Typical customers: Mid-market agencies, client direct; also works with holding companies (holdcos).
  • Offers both self-service and managed services due to market demand.

Historical Background

• Previously known as Specific Media; was a large ad network before programmatic advertising.
• Transitioned to DSP after acquiring Adelphic.

Competitors

• Competes with mid-market DSPs such as Centro and Simplifi.
• Yahoo is mentioned as a competitor in this space.

Focus and Operations

• Only operates in the U.S.
• Focused investment in U.S. due to regulatory framework.
• Pared back international operations.

Connected Television (CTV) Strategy

• Challenges with using digital identifiers (cookies, IDFA) for CTV.
• Focused on people-based data to unify channels.
  • Example: Retargeting challenges in CTV.
• Historical reliance on hashed email with Time Inc.
  • Low user conversion to registered email users (20%).
• Shifted focus to household-based data for better results.