Viant Technology Inc., a leader in connected TV (CTV) and AI-powered programmatic advertising, has acquired Lockr, a first-party data collaboration platform that enables content owners to collect, enrich, and activate first-party data. Lockr’s CEO, Keith Petri, will continue to lead the company post-acquisition. Tim Vanderhook, CEO of Viant Technology, stated, “Addressability is the future of advertising and Viant’s acquisition of Lockr is expected to accelerate its arrival across the programmatic ecosystem.”
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This acquisition aims to simplify data integration for publishers, reducing the need for extensive engineering resources and maintenance, thereby accelerating their advertising initiatives. By incorporating Lockr’s capabilities, Viant expects to boost industry adoption of its Household ID and IRIS_ID solutions, offering publishers addressable advertising alternatives to walled gardens. Expressing enthusiasm about the merger, Keith Petri remarked, “I am confident that the combination of Viant and Lockr is sure to accelerate innovation and deliver impactful client solutions.” Viant discussed this acquisition during its fourth quarter 2024 earnings webcast, underscoring its commitment to advancing addressability in the open internet.