Viamedia.ai has announced a significant upgrade to its Geo-Graph™ advertising and marketing platform, introducing integration with Uber’s H3 hexagonal grid system to help advertisers improve campaign planning, targeting, and measurement in an increasingly fragmented, post-ID advertising environment.
The new platform of Geo-Graph makes use of H3 distribution method by employing the spatial Indexing tools to convert a plain Geographies into Smart Layer for media activation and understanding audiences. As it ensures the same geographical system as a common basis for planning, activation and evaluation it is created to offer advertisers more precise targeting, streamlined activation process and better campaign validation.
Different geo-targeting methods are applied on a channel-by-channel and end-user network basis in traditional geo-targeting. As a result, there is a lack of alignment between campaign creation and execution.
With the H3 structuring platform, Geo-Graph offers a unified geographic construct which is consistent across the entire advertising lifecycle. This integration allows advertisers to target neighborhood level precision, while preserving privacy-first scale targeting standards. The H3 hexagon based grid system also aids in minimizing wastage reach and enhance audience accuracy in dense and/ or irregular market geographies.
Also Read: NiCE and Konecta Partner to Expand AI-Powered Customer Experience Solutions Worldwide
“Agencies are being asked to guarantee performance with fewer signals and more fragmentation,” said Evan Rutchik, President & Chief Strategy Officer at Viamedia. “Geo-Graph with H3 gives them something they don’t get today: a shared geographic truth across planning, activation, and measurement. It’s how geography finally becomes reliable enough to replace IDs, not just supplement them.”
One of the platform’s core enhancements is its pre-activation audience validation capability. Media planners can now review estimated audience reach, density, and the final LFID footprint—powered by Viamedia’s proprietary identifier technology—before launching campaigns. This allows advertisers to optimize targeting strategies earlier in the planning process rather than relying solely on post-campaign adjustments.
By shifting optimization upstream, Viamedia aims to help brands and agencies reduce wasted advertising spend while improving confidence in campaign performance outcomes.
“As advertisers adjust to signal loss, they need new ways to accurately target their ad campaigns and still deliver the performance that helps grow their revenue,” said Joel Hall, Chief Product Officer at Viamedia. “The shift to H3 modernizes geographic targeting, bringing the capabilities more in line with how brands and agencies want to plan and activate campaigns today. This helps advertisers see performance where people actually live—not just where impressions landed.”
Geo-Graph™ maps billions of data points into a granular location-based audience intelligence platform, enabling advertisers to analyze audiences and execute campaigns at both local and national scale. The platform is designed to automatically adapt its performance and workflows based on market size, helping ensure usability and scalability across different campaign environments.
According to the company, advertisers and agencies are already using the enhanced Geo-Graph™ capabilities within managed service campaigns, with broader access planned for programmatic guaranteed advertising initiatives in the future.